Instagram and tourism development: a practical approach of the economic, social and environmental effects to Bali

Abstract

[eng] Many factors have contributed to the tourism boom Bali has experienced in recent years.The emergence of social media has been especially influential on the development of this sector. Instagram has marked the beginning of a new era, changing the mindset of both travellers and marketers. Foreign tourism in Bali has proved to be positively correlated to Instagram success, a phenomenon that has emphasized the power of user-generated content and influencer marketing. These innovations have affected Bali, whose evolution has been shaped by the increasing importance of tourism. Whilst the economic field has been the most rewarded, the social and environmental realms have borne the brunt of the hazards caused by the global fame of the island. The awareness of these impacts allows the proposal of a series of suggestions to adapt the strategy of the government of Indonesia to the modern times.