I travel, therefore I post – Hungarian travellers on Instagram

Abstract

Online content sharing is now commonplace in tourism, and the sway of influencer marketing, where influencers, that is, content creators, are important players, is becoming increasingly important in destination selection.

This phenomenon is also taking on huge proportions on Instagram at the international level, with “travel pages” followed by tens or even hundreds of thousands of people, which makes it possible to identify a specific set of tools for “travel influencer” activity. The emblematic features of the Instagram phenomenon and its impact are disputed by many, with studies highlighting the negative aspects alongside the positive impact of content creation.

The present study investigated Hungarian travel content creators with Instagram pages through an online questionnaire survey. Pages with at least one thousand followers and a focus on travel were included in the study. The results provide a good insight into the activities of domestic travel content producers who use social media platforms – Instagram being the focus of this study – as an effective tool for sharing experiences, even professionally.