Project Description
This thesis examines the decision-making process of travel influencers (TIs) regarding their posting behaviour on Instagram. As TIs influence followers’ decision-making process, a post can potentially create negative effects in a highlighted destination. Therefore, this thesis aims to determine what is needed to change TIs’ process, to make their decisions more responsible. Mixed methods were used to conduct the study, fussing on decision-making, responsibility, willingness, to change, and points of improvement for TIs. Two interviews were conducted, three questionnaires were collected, and 100 Instagram posts were analysed. The analysis of the three methods provided results that were linkable to each other, providing a clearer storyline. The analysis showed an interest from TIs to be involved in the issue. However, a lack of awareness and knowledge about the topic was observed. Educating and making them more aware through an organization that will start the conversation seems effective. The conversations should focus on a few main points: 1) making posts more realistic and less deceiving 2) adding ethical information 3) making TIs more aware of considering the potential effects of posts on humanity, environment, culture, and heritage.
Author: S. van Nieuwstadt (2023)
