Insta-holidays and instagrammability

Abstract

This paper is dedicated to the investigation of underlying motivations to use the social media platform Instagram for travel planning purposes and to identify the possible impact of Insta-Spots with regards to the travel destination choice. Furthermore, possible generational differences between Generation Y and Z have been analysed and justified by comparing their responses with existing literature and characteristics of deviating generational cohorts. To give a first insight into the topic of interest, an in-depth literature review was conducted to describe the theoretical background of the study. Moreover, an online questionnaire served with the purpose to collect primary data and to answer the respective research questions. It has been identified, the social media platform Instagram plays a crucial role in the holiday planning process, especially for members of Generation Z. Key words: Generation Y, Generation Z, Insta-Spots, Instagram, Travel Motivation