Capturing Attention: A Qualitative Exploration of Tourists’ Perceptions of Visual Appeal on Social Media
Author(s): Jyotiranjan Mohapatra, Dr.Manas Ranjan Chowdhury, Dr.Rashmi Ranjan Mohapatra
Publication #: 2604028
Date of Publication: 22.08.2026
Country: India
Pages: 1-14
Published In: Volume 12 Issue 4 August-2026
Abstract
Abstract
In the digital age, social media platforms have emerged as strong instruments for affecting tourist attitudes and travel decisions. The purpose of this study is to investigate how visual content affects travelers' emotional and cognitive reactions to places. Using a qualitative research approach, data were gathered from active social media users (DMO, influencers, and travel agents) who regularly interact with travel-related content through focus groups and in-depth interviews. Thematic analysis was adopted to explore the necessary patterns and insights from participant viewpoints. The results show that visual appeal has a considerable impact on destination image development, attachment, and travel intention. Four key elements emerged: Visual Expression & Aesthetic Appeal, Emotional Association and Prospective Experience, Perceived authenticity and Trust, Social Impact and Digital Evidence. Participants stressed that visually appealing and meaningful depictions increase trust and interest, affecting their willingness to visit a destination. Furthermore, user-generated content was discovered to be more convincing than promotion due to its perceived authenticity. The study advances to the rising body of knowledge in digital tourism marketing by emphasizing the value of visual storytelling. It has practical significance for destination marketers looking to create visually appealing and authentic social media campaigns to attract prospective guests.
Keywords: Keywords: Visual appeal, social media, tourism, Digital, DMOS
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