Advanced

Instagrams påverkan på resekonsumtion

Olsson, Mathilda LU and Molander, Jenny LU (2015) KSKK01 20151
Department of Service Management and Service Studies
Abstract
Purpose: This paper deals with the impact Instagram has on consumers travel consumption.
The aim of this paper is to analyse and create a deeper insight into how students travel
consumption are affected by the pictures published on Instagram and how they are expressed.
We also examine in which step of the buyer decision process Instagram affects travel
consumption the most.

Method: This study uses a qualitative method where focusgroups and a document analysis of
pictures on Instagram are used to create a deeper understanding about the field.

Theoretical framework: The empirical findings are interpreted through a theoretical
framework using consumption society and sociology of consumption. Bourdieu’s theory
about different... (More)
Purpose: This paper deals with the impact Instagram has on consumers travel consumption.
The aim of this paper is to analyse and create a deeper insight into how students travel
consumption are affected by the pictures published on Instagram and how they are expressed.
We also examine in which step of the buyer decision process Instagram affects travel
consumption the most.

Method: This study uses a qualitative method where focusgroups and a document analysis of
pictures on Instagram are used to create a deeper understanding about the field.

Theoretical framework: The empirical findings are interpreted through a theoretical
framework using consumption society and sociology of consumption. Bourdieu’s theory
about different forms of capital and Urry´s the tourist gaze are also used to interpret the
empirical findings. The buyer decision process model is also used and lays as a foundation in
the analysis.

Findings: We found that Instagram affect the students’ travel consumption in a way that they
get inspired by the pictures posted on Instagram and further create a need to consume tourism.
Instagram also has a great impact in the evaluation of alternatives where the credibility of
family and friends has a great influence. Idyllic images from travel companies and
commercials are no longer seen as realistic, and therefore consumers turn to their family and
friends as they consider them for publishing more realistic images of the destination. It was
found that Instagram is not the primary source of information but on the occasions when
Instagram is used as a search engine hashtags are used more and more. The knowledge that
Instagram can be used as a search engine is increasing and challenges the traditional Internetbased
search engines. Therefor there is opportunity for further development of Instagram as a
search engine when consuming tourism. (Less)
Popular Abstract (Swedish)
Syfte: Uppsatsen ser till vilken påverkan Instagram har på konsumenters resekonsumtion. Syftet med arbetet är att analysera och skapa en djupare insikt i hur studenters resekonsumtion påverkas av de bilder som publiceras på Instagram och hur dessa i sådant fall kommer till uttryck. Vi studerar också i vilket steg i beslutsprocessen som Instagram påverkar resekonsumtionen mest.

Metod: Uppsatsen är en kvalitativ studie där fokusgrupper och en dokumentstudie av bilder på Instagram har använts för att skapa en djupare förståelse inom ämnet.

Teoretiskt ramverk: De empiriska resultaten tolkas genom en teorier inom konsumtionssociologi och konsumtionssamhället. Bourdieus teori om olika former av kapital och Urrys the tourist gaze används... (More)
Syfte: Uppsatsen ser till vilken påverkan Instagram har på konsumenters resekonsumtion. Syftet med arbetet är att analysera och skapa en djupare insikt i hur studenters resekonsumtion påverkas av de bilder som publiceras på Instagram och hur dessa i sådant fall kommer till uttryck. Vi studerar också i vilket steg i beslutsprocessen som Instagram påverkar resekonsumtionen mest.

Metod: Uppsatsen är en kvalitativ studie där fokusgrupper och en dokumentstudie av bilder på Instagram har använts för att skapa en djupare förståelse inom ämnet.

Teoretiskt ramverk: De empiriska resultaten tolkas genom en teorier inom konsumtionssociologi och konsumtionssamhället. Bourdieus teori om olika former av kapital och Urrys the tourist gaze används för att tolka det empiriska materialet. Buyer decision process är en modell som också används och ligger som en grund i analysen.

Slutsatser: Instagram påverkar studenterna vid konsumtion av resor genom att individerna inspireras av de bilder som läggs upp på plattformen och vidare väcker ett behov av att konsumera turism. Instagram har även en stor inverkan vid avvägningen av de olika informationskällorna vid konsumtion där trovärdigheten hos familj och vänner har ett stort inflytande. Idylliska bilder från resebolag och reklamer anses inte längre verklighetstrogna och därför vänder sig konsumenterna till vänner och familj som de anser lägger upp mer realistiska bilder av resmålet. Vi fann att Instagram inte är den främsta informationskällan men vid de tillfällen då Instagram används som en sökmotor används hashtags allt mer. Vetskapen om att Instagram kan användas som en sökmotor ökar och utmanar därmed de traditionella internetbaserade sökmotorerna. Därmed finns det möjlighet för vidare utveckling av Instagram som sökmotor vid resekonsumtion. (Less)
Please use this url to cite or link to this publication:
author
Olsson, Mathilda LU and Molander, Jenny LU
supervisor
organization
course
KSKK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
Instagram, social media, pictures, tourism, consumption, buyer decision process Instagram, sociala medier, bilder, turism, konsumtion, beslutsprocessen
language
Swedish
id
7357054
date added to LUP
2015-06-24 09:40:12
date last changed
2015-06-24 09:40:12
@misc{7357054,
  abstract     = {Purpose: This paper deals with the impact Instagram has on consumers travel consumption.
The aim of this paper is to analyse and create a deeper insight into how students travel
consumption are affected by the pictures published on Instagram and how they are expressed.
We also examine in which step of the buyer decision process Instagram affects travel
consumption the most.

Method: This study uses a qualitative method where focusgroups and a document analysis of
pictures on Instagram are used to create a deeper understanding about the field.

Theoretical framework: The empirical findings are interpreted through a theoretical
framework using consumption society and sociology of consumption. Bourdieu’s theory
about different forms of capital and Urry´s the tourist gaze are also used to interpret the
empirical findings. The buyer decision process model is also used and lays as a foundation in
the analysis.

Findings: We found that Instagram affect the students’ travel consumption in a way that they
get inspired by the pictures posted on Instagram and further create a need to consume tourism.
Instagram also has a great impact in the evaluation of alternatives where the credibility of
family and friends has a great influence. Idyllic images from travel companies and
commercials are no longer seen as realistic, and therefore consumers turn to their family and
friends as they consider them for publishing more realistic images of the destination. It was
found that Instagram is not the primary source of information but on the occasions when
Instagram is used as a search engine hashtags are used more and more. The knowledge that
Instagram can be used as a search engine is increasing and challenges the traditional Internetbased
search engines. Therefor there is opportunity for further development of Instagram as a
search engine when consuming tourism.},
  author       = {Olsson, Mathilda and Molander, Jenny},
  keyword      = {Instagram,social media,pictures,tourism,consumption,buyer decision process Instagram,sociala medier,bilder,turism,konsumtion,beslutsprocessen},
  language     = {swe},
  note         = {Student Paper},
  title        = {Instagrams påverkan på resekonsumtion},
  year         = {2015},
}