Instagrams påverkan på resekonsumtion

Sammanfattning: Purpose: This paper deals with the impact Instagram has on consumers travel consumption. The aim of this paper is to analyse and create a deeper insight into how students travel consumption are affected by the pictures published on Instagram and how they are expressed. We also examine in which step of the buyer decision process Instagram affects travel consumption the most. Method: This study uses a qualitative method where focusgroups and a document analysis of pictures on Instagram are used to create a deeper understanding about the field. Theoretical framework: The empirical findings are interpreted through a theoretical framework using consumption society and sociology of consumption. Bourdieu’s theory about different forms of capital and Urry´s the tourist gaze are also used to interpret the empirical findings. The buyer decision process model is also used and lays as a foundation in the analysis. Findings: We found that Instagram affect the students’ travel consumption in a way that they get inspired by the pictures posted on Instagram and further create a need to consume tourism. Instagram also has a great impact in the evaluation of alternatives where the credibility of family and friends has a great influence. Idyllic images from travel companies and commercials are no longer seen as realistic, and therefore consumers turn to their family and friends as they consider them for publishing more realistic images of the destination. It was found that Instagram is not the primary source of information but on the occasions when Instagram is used as a search engine hashtags are used more and more. The knowledge that Instagram can be used as a search engine is increasing and challenges the traditional Internetbased search engines. Therefor there is opportunity for further development of Instagram as a search engine when consuming tourism.