The role of Instagram Influencers in Last Chance Tourism : Through applying users perception and interaction of Instagram Influencers’ photos of Last Chance Destinations

Abstract: While theory argues that Instagram influencers are beneficial for rural and sustainable tourism in gaining attention and awareness, they also can generate an increased tourist flow. A newly published article by Palazzo, et al., 2021, mentions that while they have focused on the bright sides of Instagram Influencers within tourism, they have excluded matters of adverse effects. Something that could likely create a situation of overtourism, as increased tourism flows can be hard to manage. Due to little research of Last Chance Destinations (LCDs), a similar theory will be applied, as these destinations are already considered damaged. Due to the study gap and the tiny amount of empery within this field, people between 18-25 with interest in travel content on Instagram have been interviewed to get more in-depth answers. It has been discovered that Instagram Influencers play little to no role in increased tourism flows to LCDs. People are only inclined to visit LCD after engaging with a destination post if they already have existing motivations to visit it. Instead, influencers serve the purpose and potential ofeducating Instagram users about sustainable tourism principles and climate change.