Nuria Recuero Virto , Joaquin Aldas Manzano , Jesús García-Madariaga , Francis Blasco López
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Unveiling the Instagram effect: Decoding factors influencing visiting intentions of superstar Spanish museums
This study employs the Stimulus-Organism-Response (S-O-R) and Technology Acceptance Model (TAM) paradigms to delve into the intricate variables that shape Instagram users' intentions to visit renowned Spanish museums, known as the Golden Triangle of Art. Leveraging a comprehensive analysis using partial least squares, this research scrutinizes the visiting intentions of Instagram users and synthesizes insights from a diverse sample of 956 respondents. The findings of this study yield remarkable contributions: (1) presenting an exceptional framework for advancing research in the realm of visiting intentions within the S-O-R and TAM paradigms; (2) bridging a critical research gap by exploring the influence of social networks on visiting intentions; and (3) illuminating the vital role of cognitive and affective reactions in translating information attributes into tangible behavioural responses. This research offers insights for academia, practitioners, and museum stakeholders alike, shaping the understanding of digital platforms’ impact on cultural tourism.
期刊介绍:
The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.