Dataset: Instagram effect on visiting intentions of superstar Spanish museums (N=956)

Dataset supporting PLS-SEM analysis of Instagram users' visiting intentions toward the Golden Triangle of Art (Prado, Reina Sofía, Thyssen-Bornemisza), Madrid, Spain. Variables include source credibility, novelty of content, perceived enjoyment, user experience, user satisfaction, cognitive responses, and visiting intentions. Framework: S-O-R + TAM. N=956. Published in Journal of Destination Marketing & Management, 33, 100881 (2024). DOI: 10.1016/j.jdmm.2024.100881