Digital Marketing Interactions: Moderating the Relationship between Instagram Marketing and Tourist Decision-Making Behaviour
Innovative social media marketing techniques, particularly on Instagram, are being employed to connect with prospective travelers who often check these sites for destination information, reviews, recommendations, photos, videos, and experiences. This research aims to identify how Instagram marketing...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Center for Policy, Research and Development Studies
2024-12-01
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| Series: | Recoletos Multidisciplinary Research Journal |
| Subjects: | |
| Online Access: | https://rmrj.usjr.edu.ph/rmrj/index.php/RMRJ/article/view/2062 |
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| _version_ | 1841556576238829568 |
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| author | Sayani Chawla Ritu Sood Amit Chawla |
| author_facet | Sayani Chawla Ritu Sood Amit Chawla |
| author_sort | Sayani Chawla |
| collection | DOAJ |
| description | Innovative social media marketing techniques, particularly on Instagram, are being employed to connect with prospective travelers who often check these sites for destination information, reviews, recommendations, photos, videos, and experiences. This research aims to identify how Instagram marketing, comprehensive travel reviews, and consumer engagement influence tourist decision-making. Furthermore, it seeks to examine how digital marketing with practical insights for marketers and professionals in the tourism industry influences tourist behaviour. The findings are based on empirical analysis, with primary data collected using a structured questionnaire through an online survey of 493 respondents from the Delhi-NCR region. The analysis reveals that Instagram marketing positively impacts tourist decision-making. Digital marketing interactions also moderate the relationship between Instagram marketing and tourist behaviour. These findings enrich existing knowledge and offer valuable insights for tourism marketers and professionals. |
| format | Article |
| id | doaj-art-7529f443944847cea4ab0324430e8168 |
| institution | Kabale University |
| issn | 2423-1398 2408-3755 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Center for Policy, Research and Development Studies |
| record_format | Article |
| series | Recoletos Multidisciplinary Research Journal |
| spelling | doaj-art-7529f443944847cea4ab0324430e81682025-01-07T06:54:23ZengCenter for Policy, Research and Development StudiesRecoletos Multidisciplinary Research Journal2423-13982408-37552024-12-01122112510.32871/rmrj2412.02.02Digital Marketing Interactions: Moderating the Relationship between Instagram Marketing and Tourist Decision-Making BehaviourSayani Chawla0https://orcid.org/0009-0007-2796-8141Ritu Sood1https://orcid.org/0009-0009-2215-8339Amit Chawla2https://orcid.org/0000-0003-0070-3956Sharda School of Media Film and Entertainment, Sharda University, Uttar Pradesh, IndiaSharda School of Media Film and Entertainment, Sharda University, Uttar Pradesh, IndiaSchool of Journalism and Mass Communication (SJMC), K.R. Mangalam University, Gurugram, IndiaInnovative social media marketing techniques, particularly on Instagram, are being employed to connect with prospective travelers who often check these sites for destination information, reviews, recommendations, photos, videos, and experiences. This research aims to identify how Instagram marketing, comprehensive travel reviews, and consumer engagement influence tourist decision-making. Furthermore, it seeks to examine how digital marketing with practical insights for marketers and professionals in the tourism industry influences tourist behaviour. The findings are based on empirical analysis, with primary data collected using a structured questionnaire through an online survey of 493 respondents from the Delhi-NCR region. The analysis reveals that Instagram marketing positively impacts tourist decision-making. Digital marketing interactions also moderate the relationship between Instagram marketing and tourist behaviour. These findings enrich existing knowledge and offer valuable insights for tourism marketers and professionals.https://rmrj.usjr.edu.ph/rmrj/index.php/RMRJ/article/view/2062digital marketing interactionsinstagram reelstourist decision-makingconsumer engagementinformation quality of the posts |
| spellingShingle | Sayani Chawla Ritu Sood Amit Chawla Digital Marketing Interactions: Moderating the Relationship between Instagram Marketing and Tourist Decision-Making Behaviour Recoletos Multidisciplinary Research Journal digital marketing interactions instagram reels tourist decision-making consumer engagement information quality of the posts |
| title | Digital Marketing Interactions: Moderating the Relationship between Instagram Marketing and Tourist Decision-Making Behaviour |
| title_full | Digital Marketing Interactions: Moderating the Relationship between Instagram Marketing and Tourist Decision-Making Behaviour |
| title_fullStr | Digital Marketing Interactions: Moderating the Relationship between Instagram Marketing and Tourist Decision-Making Behaviour |
| title_full_unstemmed | Digital Marketing Interactions: Moderating the Relationship between Instagram Marketing and Tourist Decision-Making Behaviour |
| title_short | Digital Marketing Interactions: Moderating the Relationship between Instagram Marketing and Tourist Decision-Making Behaviour |
| title_sort | digital marketing interactions moderating the relationship between instagram marketing and tourist decision making behaviour |
| topic | digital marketing interactions instagram reels tourist decision-making consumer engagement information quality of the posts |
| url | https://rmrj.usjr.edu.ph/rmrj/index.php/RMRJ/article/view/2062 |
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