Instagram : the travelogue for generation z’s travellers : a closer look at the impact that influencers and content creators leave through their generated content

Abstract

The online world has become an important part of our social lives. People connect with other individuals on different social media platforms such as Facebook, Twitter, Instagram, etc. It was only a matter of time until people would link social media with another important activity that people pursue; travelling. Most people love travelling, be it for leisure, business, education or sport purposes, amongst other types of travelling. Whenever one has the opportunity to travel, they seize it, and this has become a part of many people’s culture to share their travels for others to view. In recent times thanks to technological advancements, people are being able to start their own business online and by time, the world has witnessed the rise of Instagram Influencers and Content Creators. The mentioned can be categorised by their interest and generated content, and eventually creating their own personal brand. An increasing type of Influencers fall within the travel segment. These individuals upload and share their travels, and as a result of which, initiate an interest for other people to pursue similar travels. This dissertation discusses this very topic. The aim of this research is to paint a picture regarding the impact that Instagram Influencers/Content Creators leave on the Maltese travel industry. In addition, readers will also learn if the participating population share the same taste in travelling, they will likely pursue similar travels to that of the individuals they follow on Instagram. Another theme that emerges is that of understanding how a social media application such as Instagram is having a strong impact on our travelling habits.