Tourism and Instagram. How important is social media for the Tourism industry?

Abstract

Social media have been playing a significant factor in our daily life and have changed many industries and innovated them. However, industries like tourism agencies have been struggling to stay in the market, people are now their agents, and they can book flights, hotels, and restaurants by themselves. With quantitative research, this paper aims to understand and show how tourism agencies can use digital tools to stay in the market and how people rely on them. This work aims to understand how tourism agencies have been using their Instagram page as a marketplace and the perceptions of younger travellers on how to use tourism agents.