Relationship of Instagram Usage Towards Instagram followers’ Interest in tourism

Abstract

These days development in communication technology was rapidly growing. Development in communication technology these days provides media communication with the variation of media social platform that provides information with quick and easy. Today, there were many people who use new media for communication with others. One of the new media that rapidly grows was Instagram. Instagram, these days, frequently used by people for searching information for tourism, which the information that will be delivered would make a follower interest in tourism grows. This research entitled Relationship of Instagram Usage towards Instagram Followers’ Interest in Tourism. This research aims for identifying the connection between valency, and information value on Instagram account @explorebandung with Instagram followers’ interest in tourism to visit the tourism destination in Bandung. Theory that used for this research is theory of Integration of Information by Martin Fishbein. Research method that used for this research was correlational, which connect between two variables. Population and sample that used for this research was taken from active followers on @explorebandung Instagram since July to September 2015. By applicating the Slovin’s formulation, writer gained 98 respondents. Sampling technique that used for this research was simple random sampling.  For calculation of coefficient correlation, formulation Rank Spearman was used. The result of connection of Instagram account usage with Instagram followers’ interest in tourism obtained with coefficient correlation value rs=0,700, as a result of the research, there was a strong connection between Instagram user @explorebandung and Instagram followers’ interest in tourism.