STUDY OF INSTAGRAM AS A SOCIAL MEDIA PLATFORM FOR PROMOTION OF TRAVEL AND TOURISM CONTENT

Social media is considered to be one of the most popular medium used to reach out to a larger audience base; for promotion of products, conveying information; for many other purposes. These activities happen through various social media platforms. To name a few FACEBOOK, PINTEREST, INSTAGRAM, CANVA, GOOGLE ADS & many more. Amongst all of these INSTAGRAM is one of the most popular; effective; a trendy platform for promotion of; advertising of various products; services with over 1billion active monthly users. Instagram depicts information in such a way that the platforms visual nature, combined with interactive features makes it an ideal medium for promotion or giving out information. There are various aspects promoted on Instagram like; FASHION, PRODUCTS , SERVICES relating to various fields. One of the most popular; trending aspect promoted on Instagram is Travel & Tourism. This very aspect has got a lot of audience engagement as well as is a lot of appreciation influencers has been promoting various travel destinations &, related information to the audience at large with the use of Instagram as a promotional tool. Due to its easy interface & ease in handling the application & easy approach many people from the Travel & Tourism Industry, Influencers, along with Tourism Business owners use this application for Promotion, audience engagement, giving out information & many more things. The researchers has made an attempt to understand the usefulness of this application for by having a conversation & interaction with Influencers Travel & tourism business owners & stalwarts from the tourism tours & tourism Industry who manage & arrange tours for the people. For this the researchers has adopted qualitative method consisting of In-Depth Interview - (IDI) & Clark & Brauns model (Thematic frame work). The study brings out the importance of Instagram as a social media platform for audience engagement direct interaction & promotion of various tourism policy & tours of for people through INSTAGRAM. Keywords: Instagram, Social Media, Travel and Tourism, Influencers, Instagram Marketing