A grounded theory study exploring Indian travel Instagrammers' communication behaviors

Impression management (IM) behaviors have become central to how tourists capture and share their experiences online. Yet, the mechanisms driving IM within visual-digital platforms like Instagram remain underexplored, particularly as users navigate shifting platform norms, algorithmic visibility, audience expectations, and evolving self-concept goals. This grounded theory study examines the communication behaviors of Indian travel Instagrammers through an adaptive and interactive lens of IM. Drawing data from 26 participants, collected through online profile observations and in-depth semi-structured interviews, this study reveals a staged evolution of IM behaviors. Travel Instagrammers transition from casual, hobby-driven sharing to increasingly strategic, goal-oriented communication. As their IM goals shift from social recognition to personal branding and monetization, their communication styles, destination choices, and self-concept evolve accordingly. An empirical framework developed from the findings maps this transformation, identifying distinct types of Instagrammers, stages of communicative change, and adaptive strategies such as curated use of outfits, technology, niche branding, and destination selection to shape audience perception. These evolving strategies influence not only how travel Instagrammers present themselves but also reshape their audience relationships, tourism experience evaluation behaviors, and construction of the tourist gaze over time. By tracing how IM originates, evolves, and sharpens into strategic practice, this study advances the theoretical understanding of technology-mediated tourism behaviors. It highlights how IM shapes patterns of travel consumption and destination engagement. The framework also offers practical value for destination marketers seeking to connect with travel Instagrammers across varying stages of communicative development.

Grantor dc:publisher

Oxford Brookes University

Author dc:creator

• Machingal, Sadiya

Contributors dc:contributor

• Bowen, David
• Ji Minjie (Kate)
• Kapuscinski, Grzegorz

Statement dc:rights

• All rights reserved

Language dc:language

en

DOI dc:identifier

https://doi.org/10.24384/bdze-sx50

OAI identifier oai:identifier

tle:571cdf57-61e1-4ed6-ae76-2b254862bf1e:d6bd9758-527a-46cd-bfe2-c433766e8fca:1