DATASET. Dataset: Unveiling the Instagram effect – Visiting intentions of superstar Spanish museums (N=956)

This dataset supports the empirical analysis of Instagram users' intentions to visit the Golden Triangle of Art (Museo del Prado, Museo Reina Sofía, Museo Thyssen-Bornemisza) in Madrid, Spain. The study applies the Stimulus-Organism-Response (S-O-R) framework and Technology Acceptance Model (TAM) using Partial Least Squares Structural Equation Modelling (PLS-SEM) on a sample of 956 respondents. Variables include source credibility, novelty of content, perceived enjoyment, user experience, user satisfaction, cognitive responses, and visiting intentions. Published in Journal of Destination Marketing & Management, 33, 100881 (2024). DOI: https://doi.org/10.1016/j.jdmm.2024.100881 The complete article and research can be downloaded Recuero- Virto, N. , Manzano, J. A., García-Madariaga, J., & López, F. B. (2024). Unveiling the Instagram effect: Decoding factors influencing visiting intentions of superstar Spanish museums. Journal of Destination Marketing & Management, 33, 100881. https://doi.org/10.1016/j.jdmm.2024.100881