Visual Voyages: Instagram reels and travel intentions toward hidden destinations

Purpose This study aims to empirically examine the determinants influencing individuals’ intentions to visit hidden tourist destination gems (HTDGs) showcased on Instagram Reels within the Indian travel context. To achieve this objective, the study integrates the Elaboration Likelihood Model (ELM) and the Technology Acceptance Model (TAM), while extending the framework by incorporating two additional constructs: trust (TR) and destination image (DI). Design/methodology/approach The study constructs were tested using a quantitative approach, and the data were collected through an online survey using Google Forms. “Convenience” and “snowball sampling” were used, and the hypothesized relationships were tested using structural equation modeling. Findings This study introduces a comprehensive model elucidating HTDG on Instagram reels across Indian consumers. The fundamental constructs of ELM and TAM, along with additional constructs, exert a favorable influence on intention to travel, but product ranking shows an insignificant impact on perceived usefulness. Research limitations/implications This study extends the understanding of digital engagement beyond mere technological adoption. The findings hold valuable implications for both policy and practice. Social media should be utilized to market the destination and sustainable tourism, and the results are used to influence campaigns, collaborations with influencers, and tailored content to increase marketing effectiveness and competitiveness. Originality/value This study explicitly examines the effect of HTDG displayed on Instagram Reels on individuals’ travel intentions. Despite substantial research in areas like trends, food, and transportation, this study presents a fresh perspective on how social media influences HTDG in the tourism sector.