ABSTRACT
It has become a norm today for tourists to share travel photos and experiences through social media as it acts as proof that one has visited a place. Instagram is one of the most popular and preferred social media and the platform for Generation Y to express and share experiences. Possessing similar attributes such as consist of participation, conversation, and persuasion, this study aimed to examine the extent these attributes influence their intention to share and behavior in sharing travel photos. Findings found that not all attributes influenced Generation Y’s intention and behavior in sharing travel photos. Interestingly, the study found no mediation effect of intention to share travel photos toward the relationship between Instagram communications attributes and Generation Y’s sharing travel photo behavior. This study will help the tourism marketers and managers to better understand Generation Y’s behavior in order to capture these generations for the growth of tourism industry in Malaysia.
