Recommendations’ and preferences’ impact on online travel purchases : A quantitative study investigating Instagram influencers’ travel recommendations and consumers’ travel preferences effect on online travel purchases

Abstract: Quantitative data analysis revealed that out of the two proposed hypotheses, consumers’ travel preferences have a positive effect on online travel purchases, while Instagram influencers’ travel recommendations did not have a positive effect on consumers’ online travel purchases. Despite that, male respondents experienced travel recommendations to be more influential than their own travel preferences when purchasing travel. However, the results indicate that there is a need for further research.