49. The 'Insta' effect on the intention to visit a destination: a case for conspicuous consumption?

Soares, A. M., Casais, B., Calvo-Porral, C., & Oliveira, A. (2025). The “Insta” effect on the intention to visit a destination: a case for conspicuous consumption? Tourism and Management Studies, 21(2), 1–11. https://doi.org/10.18089/tms.20250201

This study explores how expected social return from Instagram content influences the intention to visit a vacation destination, based on conspicuous consumption and the Theory of Planned Behavior (TPB). It examines the impact of Positive and Negative Attitudes, Subjective Norms, Perceived Behavioral Control, Electronic Word-of-Mouth (e-WOM), and Social Return on travel decisions. Conspicuous consumption, especially through Instagram, plays a central role, as users seek validation via likes and comments. The study uses a quantitative method with 177 valid responses from Portuguese Instagram users aged 18–30, focusing on Marrakech due to its visual appeal and cultural uniqueness. Results show that expected social return, e-WOM, and subjective norms directly influence travel intentions, while attitudes and perceived control do not significantly affect destination choice. The findings extend TPB by highlighting the role of Instagram and e-WOM. For tourism marketers, promoting “Instagrammable” experiences and working with influencers is key. Limitations include a small, non-random sample and lack of income data.