In the digital age, social media has become a powerful tool for sharing and shaping travel experiences. This study explores the digital narratives of motorcycle tourism by analysing Instagram posts related to tours in Spiti, Himachal Pradesh. The research uncovers key motivations, emotions, and experiences that drive tourists to this remote region through a content analysis of images, videos, audio, and texts. The findings reveal that travellers are drawn to Spiti's stunning landscapes, the thrill of navigating challenging terrains, and the desire to escape daily routines. Posts also emphasise a strong sense of community, cultural encounters, and spiritual connections. Emotions such as admiration, achievement, and nostalgia are frequently shared, along with highlighting power and freedom symbolism of motorcycles. These insights offer valuable implications for targeted marketing strategies, promoting Spiti as a premier destination for adventure and cultural tourism.
Kumari et al. (Wed,) studied this question.