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Insta-spiration Sweeping the Nation: The Influence of Instagram on Intention to Travel to Yellowstone National Park

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Abstract

Instagram is often blamed for disrupting the tourism industry by causing visitation booms to natural areas. This study examines how Instagram photos and captions influence intent to travel to Yellowstone National Park, testing a model based on the theory of planned behavior. Participants (N = 357) were randomly assigned to view an Instagram post with a photo (photo: landscape or wildlife) and a narrative (historical, tourist, or wildlife) in this between-subjects experiment. Results indicate that photo condition and attitude toward traveling were mediated by political ideology, and attitude was negatively correlated with intent to travel, while greater social return, subjective norms, and perceived behavioral control were all positive predictors of intent to travel.

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The authors have not published the data publicly online, but would be happy to do so and/or to provide it to the journal’s editorial staff and reviewers upon request.

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Acknowledgements

The authors would like to express our gratitude to Dr. Kristen Landreville and Dr. Thomas Minckley for their valuable contributions and constructive recommendations on this project, along with Mitzi Stewart, Dr. Tony Burgess, and other colleagues, family, and friends for their support and encouragement.

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Not applicable–this research was not funded.

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Authors and Affiliations

  1. Department of Communication and Journalism, University of Wyoming, 1000 E. University Ave, Laramie, WY, 82071, USA

    Ashton M. Hooker & Kathryn E. Cooper

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  1. Ashton M. Hooker
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  2. Kathryn E. Cooper
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Contributions

Both authors contributed to the study concept and design. The article is based primarily on Ashton M. Hooker’s thesis. Stimulus materials and the first draft of the manuscript were prepared by Ashton M. Hooker. Data collection was performed by both authors. Data analysis was primarily performed by Kathryn E. Cooper, who also made significant revisions to the first draft of the manuscript to prepare it for journal submission. Both authors read and approved the final manuscript.

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Correspondence to Kathryn E. Cooper.

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Hooker, A.M., Cooper, K.E. Insta-spiration Sweeping the Nation: The Influence of Instagram on Intention to Travel to Yellowstone National Park. Rev Socionetwork Strat 16, 1–24 (2022). https://doi.org/10.1007/s12626-021-00099-0

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