Home / Current Issue / Paper 1718450
Exploring the Influence of Instagram and YouTube on Travel Decisions and Tourism in India
Subject area: Management and Commerce · Area of research: Marketing
DOI: https://doi.org/10.64388/IREV9I11-1718450
Abstract
India represents one of the fastest-growing digital markets, with over 700 million internet users. Instagram and YouTube are among the most widely used platforms for travel content consumption. These platforms provide visual and experiential information, reducing uncertainty and enhancing travel confidence. The rapid digitization of the Indian landscape has fundamentally altered the tourism industry. Traditional travel agencies and glossy print brochures have been superseded by the immersive, visual-centric narratives found on social media platforms like Instagram and YouTube. This paper explores how these platforms act as catalysts for travel decisions in India, analyzing the shift from destination discovery to content-driven tourism. By examining the roles of "influencer marketing," algorithmic curation, and user-generated content (UGC), this study identifies how digital behavior dictates the trajectories of Indian domestic and international tourism.
Keywords
Tourism, Instagram, YouTube, Influencer, Behaviour, Digital Market
How to cite this paper
@article{1718450,
author = {Rachappa Biradar, Dr. Satish Uplaonkar},
title = {Exploring the Influence of Instagram and YouTube on Travel Decisions and Tourism in India},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {11},
pages = {5023-5029},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1718450.pdf},
abstract = {India represents one of the fastest-growing digital markets, with over 700 million internet users. Instagram and YouTube are among the most widely used platforms for travel content consumption. These platforms provide visual and experiential information, reducing uncertainty and enhancing travel confidence. The rapid digitization of the Indian landscape has fundamentally altered the tourism industry. Traditional travel agencies and glossy print brochures have been superseded by the immersive, visual-centric narratives found on social media platforms like Instagram and YouTube. This paper explores how these platforms act as catalysts for travel decisions in India, analyzing the shift from destination discovery to content-driven tourism. By examining the roles of "influencer marketing," algorithmic curation, and user-generated content (UGC), this study identifies how digital behavior dictates the trajectories of Indian domestic and international tourism.},
keywords = {Tourism, Instagram, YouTube, Influencer, Behaviour, Digital Market},
month = {May},
doi = {https://doi.org/10.64388/IREV9I11-1718450}
}