The Impact of Instagram Stories on Impulse Tourism Destination and Travel Product Purchases

Abstract

The goal of this paper is to look at the impact of Instagram stories on impulse purchases of travel products, as well as to see if Instagram stories are a good marketing tool for travel companies. The information was gathered using a standardized questionnaire administered to a sample of 150 persons and tested using stepwise multiple regression analysis. Instagram users who browse Instagram stories on a daily basis are included in the study sample. The findings suggest that Instagram stories has a substantial impact on impulse buying of travel products due to elements that trigger and appeal to buyers toward tourist destinations and travel products. Customer hedonic motivation, website quality, situational variable, and diversity seeking are all enhanced by Instagram stories. On the other side, the findings suggest that trust is a factor that Instagram stories cannot supply in order to entice customers to make impulse purchases of tourism destinations and travel products.