The antecedents of hashtag and geotag use in smart tourism: case study in Indonesia

ABSTRACT

This study aims to determine what factors that motivate users to use the hashtag and geotag features on Instagram while traveling. It also seeks to determine the relationship between using Instagram features, traveling experience, expectation, confirmation, and satisfaction on traveling journeys. This study collected data from 606 Indonesian travelers. Then, the data analysed using covariance-based structural equation modelling. Results show that the use of hashtags and geotags during traveling improve their satisfaction. Additionally, information seeking, chronicling, and etiquette are found to be influencing hashtag use. Meanwhile, geotag use are influenced by geotag enjoyment and anticipated rewards.