Abstract
The transforming media environment is significantly altering the creation, distribution, and consumption of journalistic content. These processes are evident in travel media, one of the most rapidly developing segments of digital journalism.
The aim is to identify the characteristics of the genre evolution of travel media in the digital environment and determine the relationships between content characteristics and consumption practices among Kazakhstani audiences (aged 18–35). Attention is paid to the analysis of formats, genres, personal experience levels, motivations, trust, and audience behavioral responses.
The scientific and practical significance of this study lies in the development of an approach to studying travel media through content and audience analysis. The results can be used in developing media strategies in tourism marketing and digital communications.
The methodological basis of the study is a mixed approach, including content analysis of publications on Instagram, TikTok, and YouTube on the first stage of the study (September 2025 to February 2026). A quantitative online survey (N = 115) of travel content users using a Likert scale constituted the second stage of the study. Descriptive statistics, reliability analysis, and correlation analysis were also used.
The main results show that short, visually engaging, and personalized formats dominate contemporary travel content. High motivation to read and view travel content is associated with inspiration and travel planning. Trust in content and motivation are significantly associated with audience behavioral decisions, with the strongest relationship observed between trust and influence (r = 0.648).
The study's value lies in identifying the relationship between the genre transformation of travel media and media consumption practices. This fact expands theoretical understanding of digital journalism and the active role of audiences.
The practical significance of the study lies in the potential application of the obtained results to improve the effectiveness of content strategies in digital media. This also includes improving audience communication and developing content strategies related to users' travel behavior.