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.