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.

中文翻译：

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揭秘Instagram效应：解读影响西班牙巨星博物馆参观意愿的因素


这项研究采用刺激-有机体-反应 (SOR) 和技术接受模型 (TAM) 范式来深入研究影响 Instagram 用户参观被称为艺术金三角的著名西班牙博物馆的意图的复杂变量。这项研究利用偏最小二乘法进行综合分析，仔细审查了 Instagram 用户的访问意图，并综合了 956 名受访者的不同样本的见解。这项研究的结果产生了显着的贡献：(1) 提出了一个特殊的框架，用于推进 SOR 和 TAM 范式内访问意图领域的研究； （2）通过探索社交网络对访问意图的影响来弥补关键的研究空白； (3)阐明认知和情感反应在将信息属性转化为有形的行为反应方面的重要作用。这项研究为学术界、从业者和博物馆利益相关者提供了见解，加深了对数字平台对文化旅游影响的理解。