A review on the effect of Instagram travel influencers on travel decisions

Developments in technology and the internet reveal many opportunities for the tourism sector. Instagram travel influencers, one of these opportunities, play an important role in the promotional activities of all stakeholders in the tourism industry. The shares of Instagram travel influencers, whose popularity is rapidly increasing, can have an impact on the travel decisions of their followers. This research was carried out to determine the effect of Instagram travel influencers on the travel decisions of individuals who follow them. In the study, qualitative research method was used. The data of the research were collected online with a semi-structured interview form. SPSS program was used for closed-ended questions, the answers were given in tables as percentages. In open-ended questions, the MAXQDA program was used and the data were subjected to descriptive analysis. According to the results of the research, it has been determined that Instagram travel influencers are effective in the formation of travel decisions of individuals who follow them. It has been observed that Instagram travel influencers' being sincere and reliable, providing information, showing new places, being entertaining, making them feel like they are traveling, and providing motivation with their narrative and presentation styles are effective in persuading the followers. In addition, suggestions for institutions and organizations in the tourism sector were presented.