Purpose: The cruise industry has used technology to attract more millennials than ever before. The progression of social media has transformed the way young individuals gather information for their travel decision-making. Hence, this study aims to investigate the effects of the characteristics of social media – Instagram – on millennials’ trust in and attitudes toward social media content and their behavioral intentions. Design/methodology/approach: A self-administered survey was designed to test the study model, and 323 responses collected were deemed valid for main data analysis. Findings: The results revealed that perceived enjoyment of content is a powerful antecedent of trust, attitudes and behavioral intentions. Content quality is a strong predictor of trust but has no meaningful effect on attitudes and behavioral intentions. Originality/value: Theoretically, this study contributes to the research in the tourism literature on social media and cruise marketing based on integrating into the technology acceptance model, the characteristics of social media content and trust based on commitment-trust theory. This study can help cruise operators use Instagram to influence millennials and suggests significant implications based on social media interactions with millennials.

目的: 邮轮业利用科技吸引了比以往更多的千禧世代。社交媒体的发展改变了年轻人收集资讯以做出旅 行决策。因此, 本研究探讨了社交媒体–Instagram–的特点对千禧一代对社交媒体内容的信任、态度及其 行为意向的影响。 设计/方法/途径: 本研究设计了一项自填式调查来检验研究模型, 收集到的 323 份回复被认为有效, 可用于 主要数据分析。 研究结果: 研究结果表明, 对内容的感知享受是信任、态度和行为意向的有力前因。内容质量对信任有很 强的预测作用, 但对态度和行为意向的影响不大。 原创性/价值: 从理论上讲, 本研究将社交媒体内容的特点和基于承诺-信任理论的信任纳入了技术接受模 型, 为旅游文献中关于社交媒体和邮轮营销的研究做出了贡献。本研究有助于邮轮运营商利用 Instagram 影响千禧一代, 并基于社交媒体与千禧一代的互动提出了重要的启示。