The Effect Of Providing Information About Tourist Destinations On The Instagram Social Network On The Travel Intention Of Followers (Case Study: Tourism Businesses)

Today, the tourism industry is the largest and most diverse industry in the world. One of the main tools of this industry is information technology, of which Instagram is also a subset. In recent years, the access of millions of users around the world to the Instagram social network has made this media the center of attention of communities and individuals, and it is used for marketing and expanding businesses. For this purpose, the present study aims to investigate the effect of providing useful information about tourist destinations on Instagram social media on the travel intention of followers. The current research is applied in terms of its purpose and in terms of the method of collecting and analyzing descriptive data of correlation type. The statistical population of the research includes all Instagram social network activists who are members of tourism service pages, and a total of 235 samples were selected using the available sampling method. In this research, after a wide review of the literature on the subject, the conceptual model of the research was defined and a questionnaire was formulated in its framework. The validity of the questionnaire was calculated and verified using confirmatory factor analysis and content validity and reliability and its variables using Cronbach's alpha coefficient. Then, the research hypotheses were decided by analyzing the collected data using AMOUS software. The main model includes four variables: provision of useful information, acceptance of information, dissemination of information and travel intention. The results of this research showed that the provision of useful tourism information on Instagram platform has an effect of 0.649 on information acceptance and 0.736 on its dissemination. Also, the effect of information acceptance on travel intention was confirmed with a coefficient of 0.500, but the effect of information dissemination on travel intention was not confirmed.