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The tourist customer journey has been traditionally divided into three separate stages: the pre-trip stage, the during-trip stage and the post-trip stage. As a result of technological developments and social media apps such as Instagram, the way in which people share photos in real time is affecting the tourist customer journey. Instead of intimate slideshows with pictures presented at home, people increasingly share their photos digitally while travelling and with a much larger audience. This paper aims to examine these changes and their effects not only on the tourist customer journey but on the travellers as well. It theorizes that, as a result, the role of the post-trip stage of the tourist customer journey is drastically reduced, bringing numerous implications with it, including changes to motivations for sharing the travel experience and modifications to the traditional process of storytelling.

The tourist customer journey has been traditionally divided into three separate stages: the pre-trip stage, the during-trip stage and the post-trip stage. As a result of technological developments and social media apps such as Instagram, the way in which people share photos in real time is affecting the tourist customer journey. Instead of intimate slideshows with pictures presented at home, people increasingly share their photos digitally while travelling and with a much larger audience. This paper aims to examine these changes and their effects not only on the tourist customer journey but on the travellers as well. It theorizes that, as a result, the role of the post-trip stage of the tourist customer journey is drastically reduced, bringing numerous implications with it, including changes to motivations for sharing the travel experience and modifications to the traditional process of storytelling. (VLID)3684032