Although many studies reveal the effects of social media on destination choice or image, scant research investigates viewers' dynamic psychological nature induced by social media sources and contents. This study aims to fill that gap by examining the interaction effects of sources and landmark types on viewers' emotional and behavioral responses within the realm of social media-induced tourism. Utilizing a 2 (source type: influencer vs. peer) x 2 (landmark type: heritage vs. iconic) x 4 (message repetition) mixed-subject factorial design, an online experiment was conducted with 700 Instagram users randomly assigned to different conditions. The findings showed that influencers' posts exert a significant influence on outcome variables compared to peers' posts. Specifically, viewers exhibited increased levels of benign envy and a greater intention to visit when viewing influencers' posts about iconic landmarks. Individuals with high fear of missing out showed a heightened intention to visit when seeing peers’ posts about heritage landmarks. Based on the findings, theoretical and managerial implications are discussed.

中文翻译：

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了解旅行帖子中对错过的羡慕和恐惧：Instagram 来源和地标类型的影响


尽管许多研究揭示了社交媒体对目的地选择或形象的影响，但很少有研究调查了社交媒体来源和内容引起的观众动态心理本质。本研究旨在通过检查来源和地标类型对社交媒体诱导的旅游领域内观众的情绪和行为反应的互动影响来填补这一空白。利用 2（来源类型：影响者与同行）x 2（地标类型：遗产与标志性）x 4（消息重复）混合主体因子设计，对 700 名 Instagram 用户进行了在线实验，随机分配到不同的条件。研究结果表明，与同行的帖子相比，影响者的帖子对结果变量产生了重大影响。具体来说，观众在查看网红关于标志性地标的帖子时，表现出更高的良性嫉妒水平和更大的访问意愿。高度害怕错过的人在看到同行关于遗产地标的帖子时表现出更高的参观意愿。根据研究结果，讨论了理论和管理意义。