Satisfaction of Travellers Towards Using Instagram as Medium of Searching for Destinations with Reference to Bangalore City-SEM Approach

In the era of technology and social media, the travel industry has observed a huge change in how individuals explore locations. This study examines how pleased visitors are with using Instagram as a tool for trip planning, with a focus on Bangalore City. Using a structural equation modeling (SEM) approach, we examine the relationships between several factors, including content quality, reliability, user engagement, and general satisfaction, in the context of Instagram as a platform for destination search. The data was collected from a diverse sample of travellers in Bangalore, and the findings provide critical new insights into the value of Instagram as a source of travel-related information. The findings emphasize content reliability and quality in determining travellers’ happiness. This study has important implications for destination marketing and tourism management by depening on our understanding of the dynamic interactions between social media and travel behaviour.