Purpose. The study objective is to examine the activity and motivation of students from the University of Physical Education in Krakow (Poland) on Instagram regarding their posting behaviour related to travel topics.Method. The main research method used in the study was an online diagnostic targeted population survey using the questionnaire technique. The research was conducted between 27 December 2022 and 31 January 2023 on a sample of 630 students from the University of Physical Education in Krakow (Poland).Findings. Instagram is a social media platform popular among young people. They use it often and regularly (most of them do so on a daily basis) and in a diversified manner. Users prefer using smartphones for browsing and sharing content. Seven out of ten surveyed students share content in the form of posts, although they do so relatively rarely. Students from tourism-related majors travel more often and notice more travel-related posts on Instagram compared to students from other fields. They show a greater tendency towards publishing posts related to tourism, and their profiles contain a larger number of travel-themed photos in relation to the total number of photos. Furthermore, a positive relationship can be noted between the frequency of traveling and the amount of noticed travel-related posts, as well as between the frequency of traveling and the activity of posting such content on Instagram. The main motives for publishing travel photos on Instagram are: archiving travel photos, the desire to show off to others, and improving one’s own well-being.Research and conclusion limitations. The research was conducted among students from one specific university, which limits its universality. Additionally, due to the nature of the questionnaire study, a comprehensive analysis of the content of the published material was not possible.Practical implications. The results of the study can be useful for tourism organisations and travel agencies planning tours of specific tourist attractions, so as to enable their clients to take the most attractive photos. Additionally, analysing preferences for publishing travel-related content can help in creating educational programmes tailored to the needs of students and identifying potential travel influencers. The study can also provide information on students’ preferences regarding taking photos during tourist trips.Originality. This study introduces a new perspective on the relationship between Instagram and tourism, taking the specificity of the studied group into consideration.Type of paper. An article presenting the results of empirical study.
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