From double tap to footprints: Examining Instagram influencers’ impact on online destination image and sustainable tourism in island getaway

This study investigates how cognitive and unique destination image dimensions influence cognitive and emotional resonance, subsequently predicting tourist behavioral intentions. Additionally, it investigates sustainable orientation’s impact on resonance, and resonance pathways to behavioral intentions to understand how destination perception transforms into actual tourist behavior. A quantitative survey was administered to 230 Instagram users through random sampling via offline and online channels. Data were analyzed using SMART PLS 4. The study findings reveal that Cognitive Destination Image has a stronger effect on Emotional Resonance than on Cognitive Resonance, while Unique Destination Image significantly affects Emotional Resonance but not Cognitive Resonance. Sustainable Orientation significantly predicts Cognitive Resonance but has little effect on Emotional Resonance. The findings provide a deeper understanding of the diversity of destination image constructs and how they are processed emotionally and cognitively. The results will help Instagram influencers and destination marketing organizations make improved strategic marketing decisions.