The effect of Instagram posts on tourists’ destination perception and visiting intention

Abstract

Egypt depends on tourism as a major contributor in its GDP. With the emerging role of social media in shaping consumer intentions, numerous research is still needed to help Egyptian destinations employ new media to affect tourists’ intentions to visit Egypt and its emerging destinations such as El Fayoum. This research aims to investigate the relationship between content and source of Instagram posts, and El Fayoum destination perception and visiting intention. Quantitative research was conducted through collecting and analysing 482 online surveys from Instagram users. Results revealed that credibility and quality of content influence destination perception and visiting intention. Content valence influences destination perception but not visiting intention. Trusting the source, their expertise and attractiveness influence destination perception and visiting intention. Destination perception mediation effect varied between source and visiting intention. This research contributes to tourism marketing literature by investigating interrelationships between content and source of the Instagram posts, destination perception and visiting intention as those research constructs that were previously neglected for destinations such as El Fayoum. Our findings are expected to aid decision makers in tourism marketing in Egypt especially El Fayoum.