This study aims to understand how traveling Instagrammers should be characterized by bridging socio-psychological concepts with Instagram usage and travel typologies.
Using analysis of variance, differences between non-Instagrammers and passive and active users were identified with regard to their personality traits and human values; traveling Instagrammers and their travel types were characterized in more detail using k-means clustering, and, finally, posting behavior was examined using multiple regression.
The results demonstrate significant differences between the user groups in terms of their personality traits, their human values and their travel behavior. The multiple regressions provide deeper insights into tourists’ Instagram posting.
This study was conducted on 1,100 German travelers, meaning that the results are only valid for this cultural context. All data were collected using an online panel and participants received incentives, and thus extrinsic rewards, instead of using merely intrinsic motivation to take part in the survey.
This study contributes to a better understanding of Instagram usage behavior when traveling and adds valuable insights to this field of research. At the same time, the results are relevant for tourism businesses wishing to optimize their communication and marketing strategies.
