The Impact of Instagram Marketing on Travel Destination Choice Among Young Iranian Tourists in Mashhad City

This study examines the influence of Instagram marketing on travel destination choice among young Iranian tourists visiting Mashhad. With the rapid growth of social media platforms, Instagram has emerged as a significant tool for destination marketing. The research employed a quantitative approach, surveying ۳۸۴ young tourists aged ۱۸-۳۵ who visited Mashhad during summer ۲۰۲۴. Using convenience sampling at major tourist attractions and hotels, data were collected through structured questionnaires. Results indicate that Instagram marketing significantly affects destination choice, with visual content quality, influencer recommendations, and user-generated content being the most influential factors. The study reveals that ۷۳ percent of respondents used Instagram for travel planning, and ۶۲ percent reported that Instagram content directly influenced their decision to visit Mashhad. Statistical analysis using multiple regression demonstrated that Instagram marketing factors explained ۵۸ percent of variance in destination choice. These findings provide practical implications for tourism marketers and destination management organizations in Mashhad.

کلیدواژه ها:

Instagram Marketing ، Destination Choice ، Social Media Tourism ، Young Tourists ، Mashhad ، Iran ، Digital Marketing ، Travel Behavior