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Role of Instagram Influencers on Destination Image: A Netnographic Study

In: Tourism, Travel, and Hospitality in a Smart and Sustainable World

Author

Listed:
  • Hulisi Binbasioglu

    (Malatya Turgut Ozal University)

  • Yasemin Keskin Yilmaz

    (Malatya Turgut Ozal University)

  • Mehmet Baris Yilmaz

    (Inonu University)

Abstract

The main purpose of this study is to reveal how the posts of popular travel influencers who produce special content for Cappadocia, an attractive destination in Turkey, determine the image and perception of Instagram users about the region. For this purpose, user comments (emotions, thoughts, expectations, etc.) on the posts of influencers about Cappadocia on Instagram were examined by the netnography method. The analysis was applied to the comments made by the social media users on posts of three travel influencers who visited Cappadocia between 1 January and 15 August 2022 and shared with related tags. Considering the findings obtained from the social media user’ comments, the posts of the travel influencers about Cappadocia activated the emotions of the users and contributed positively to the perception of the region.

Suggested Citation

  • Hulisi Binbasioglu & Yasemin Keskin Yilmaz & Mehmet Baris Yilmaz, 2023. "Role of Instagram Influencers on Destination Image: A Netnographic Study," Springer Proceedings in Business and Economics, in: Vicky Katsoni (ed.), Tourism, Travel, and Hospitality in a Smart and Sustainable World, pages 417-432, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-26829-8_26
    DOI: 10.1007/978-3-031-26829-8_26
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    More about this item

    Keywords

    Social media; Instagram influencers; Destination image; Netnography; Cappadocia;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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