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An exploration of how marketing technique and promotion via Instagram drives domestic tourism in Ireland

Chiriluta, Rares (2021) An exploration of how marketing technique and promotion via Instagram drives domestic tourism in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

The recent worldwide pandemic has altered international tourism across the world, providing a need for an increase in the promotion and marketing of domestic tourism in Ireland. This study explores the impact of marketing technique and promotion through Instagram, in driving domestic tourism in Ireland.

This research utilized secondary data through an extensive literature review to develop and establish an appropriate research question and objectives. Primary research ensued, in the form of qualitative, in-depth, telephone and electronic interviews, with six Instagram users who met the criteria of the study. The data collected was thematically analysed and compared against the existing literature and research, as to establish conclusions and recommendations.

The main research findings showed that Instagram users have interpersonal and informational motives for actively using Instagram, especially regarding travel and tourism; they consider their friends and online peers to be honest and trustworthy when searching for travel opinions, recommendations and information, supported by Instagram’s visual influence; travel and tourism related marketing/promotion via Instagram pages and influencers are acknowledged as a key influential factor in driving tourism domestically in Ireland.

The leading conclusion of the study was that marketing and promoting through Instagram has a high impact on driving domestic tourism in Ireland, through Instagram’s unique functions and visual communications, which enable promotional pages and influencers to showcase what Ireland has to offer, to the masses.

Further opportunities surrounding this research were identified and displayed in the conclusion of this study.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > e Marketing
D History General and Old World > DA Great Britain > Ireland
H Social Sciences > HF Commerce > Marketing
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks

H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 17 Feb 2022 15:28
Last Modified: 17 Feb 2022 15:28
URI: https://norma.ncirl.ie/id/eprint/5456

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