Original Research

Examining the usage of Instagram as a source of information for young consumers when determining tourist destinations

Christina I.V. Gumpo, Tinashe Chuchu, Eugine T. Maziriri, Nkosivile W. Madinga
SA Journal of Information Management | Vol 22, No 1 | a1136 | DOI: https://doi.org/10.4102/sajim.v22i1.1136 | © 2020 Christina I.V. Gumpo, Tinashe Chuchu, Eugine T. Maziriri, Nkosivile W. Madinga | This work is licensed under CC Attribution 4.0
Submitted: 31 July 2019 | Published: 24 February 2020

About the author(s)

Christina I.V. Gumpo, Marketing Division, School of Economic and Business Sciences, Faculty of Commerce, Law and Management, University of the Witwatesrand, Johannesburg, South Africa
Tinashe Chuchu, Department of Marketing Management, Faculty of Economic and Management Sciences, University of Pretoria, Pretoria, South Africa
Eugine T. Maziriri, Department of Business Management, Faculty of Economic and Management Sciences, University of the Free State, Bloemfontein, South Africa
Nkosivile W. Madinga, Marketing Section, School of Management Studies, Faculty of Commerce, University of Cape Town, Cape Town, South Africa

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Background: Online social networking websites have revolutionised communication in the postmodern era of today. Specifically, Instagram has witnessed a phenomenal growth, and the site is particularly popular with young consumers in South Africa. Instagram is seen by this cohort as a source of information to determine their tourism destinations.

Objectives: This research examined how perceived usefulness of Instagram, perceived ease of use of Instagram and perceived credibility of Instagram influence attitude towards the use of Instagram, intent on using Instagram and actual use of Instagram to identify tourist destinations amongst young consumers.

Method: A survey questionnaire was administered to 349 young student consumers who were based in the Johannesburg Metropolitan area of the Gauteng province, South Africa. A structural equation modelling procedure was utilised in testing the proposed relationships.

Results: The results indicate that all the hypotheses suggested have been positive and significant. It is worth noting that there was the strongest connection between attitude towards Instagram for identifying travel destinations and intention to use Instagram for identifying travel destinations.

Conclusion: Tourism organisation marketers may be able to devote time in researching the practicality of using Instagram to increase awareness of tourist locations.


social media; Instagram; technology acceptance model; generation Y; digital marketing.


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