The instagram-reality gap in tourism: traversing virtual and real spaces

This paper examines the impacts of between the depictions of destinations on Instagram and tourists' real experiences. Based on on design, the study considers online survey of 816 travellers, interviews with 23 participants, and analysis of 240 Instagram posts from 12 locations. testing of model connects media use, inflation, authenticity dissonance, and travel outcomes, including and post-trip disappointment. Findings indicate that increased Instagram use predicts inflation and authenticity dissonance, especially among younger consumers and those in collectivist societies, yet disappointment is minimised by rising media literacy and normalisation practices. Systematic visual manipulation is identified, along with content that blends criticism and curated aesthetics. The study conceptualises an emergent hybrid traveller who engages critically with media and reports lower disappointment.