Swipe up, swipe up and stop : I want to go there!

• Autor(a) principal: Santos, Beatriz Ferreira
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29674
• topic: Tourism; Millennials; London city; Web 2.0; Social media; Instagram; Turismo; Redes sociais; Londres; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Social Media platforms have a great influence in the Tourism industry, enabling tourists to share their experiences and search for information about destinations they want to visit. Currently, Instagram is one of the most powerful Social Media platforms and London is the third most visited city in the world in 2019. To complement the investigation made on this topic, the main objective of this dissertation is to investigate if Instagram influences Millennials to visit London city. In order to study the developed hypotheses, using as the main method a quantitative approach, it was used a questionnaire, developed through the Conceptual Framework and adapted from the previous investigation. The questionnaire was collected via online – mainly through social media platforms – aiming to collect the answer from Millennials that use Instagram. After conducting a statistical analysis on IBM SPSS Statistics 25, using as the main test the Linear Regression to verify the defined hypotheses, the findings support that: (i) Functionality and Benefit of using Instagram as a main source of information positively influences Millennials intention to visit a certain destination; (ii) Trustworthiness of Instagram does not influence Millennials intention to visit a certain destination; (iii) Functionality and Trustworthiness of Instagram positively impact Millennials to visit London city; (iv) Instagram Benefit is not a decisive factor that leads Millennials to visit London city.