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Trends in Digital Marketing Capable of Attracting Millennials: Impact of Instagrammers on Consumer Travel Behaviour
Abstract
Comprehending how the new tourist travels and how they search for information is a crucial step for all brands and marketeers. As a result, the analysis of new trends in tourism due to the use of social media, specifically Instagram and the use of digital influencers in marketing strategies, is the prevalent theme of this chapter since these new advances cannot be ignored if a business/destination aims to keep their competitive advantage. The analysis used was based on Quivy's model, through an online questionnaire. The results then showed a positive impact of Instagram's influencers on consumer travel behaviour, in particular when it comes to brand awareness.
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