Main Article Content
One of the instruments in showing proof that tourist has visited a place and experiences it, is through social media. In Malaysia context Instagram has turn into one of the most used and popular social media by Generation Y as the generation is the main platform for this study. This research is aimed to examine which factors of Instagram communication attributes that consists of participation, conversation, and persuasion have the highest relationship on the intention to share travel interactive media. Quantitative method is used through paper based survey (questionnaire) where a total of 377 surveys from target respondents were collected.