Scholarlink

<p>In today’s digital era, social media has become a central tool for tourism promotion, with Instagram emerging as a visually driven platform that shapes tourist perceptions and decision-making. While prior studies have extensively examined user-generated content, the measurement of Destination Management Organization (DMO)-generated visual content remains underdeveloped. This study aims to develop and validate a multidimensional measurement scale capturing the key attributes of DMO-generated Instagram photo content. The scale development process involved a systematic literature review followed by two empirical phases. In Phase 1, Exploratory Factor Analysis (EFA) with 200 respondents identified a stable factor structure. In Phase 2, Confirmatory Factor Analysis (CFA) with 400 respondents validated the measurement model. The results confirm a two-dimensional construct comprising text credibility and image aesthetics. All indicators demonstrate satisfactory standardized loadings (0.703–0.758), with strong composite reliability (0.82–0.85) and acceptable convergent validity (AVE = 0.52–0.53), indicating that the proposed scale is both reliable and valid. Among the identified dimensions, text credibility emerges as the strongest and most reliable scale, as reflected by its higher composite reliability, while image aesthetics represents a complementary but slightly weaker dimension. These findings demonstrate that textual attributes play a more dominant role than visual attributes in establishing trust and coherence in DMO-generated content. This study contributes by providing a validated multidimensional measurement scale tailored to DMO-generated visual communication, offering a robust instrument for future research in digital tourism marketing.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Measuring DMO-generated instagram photo content: scale development and validation using SEM

  • 期刊论文

  • 发表日期：

    2026年5月7日

查看全文
  • Beni Ismarizal,
  • A. H. Galih Kusumah,
  • Caria Ningsih

摘要

In today’s digital era, social media has become a central tool for tourism promotion, with Instagram emerging as a visually driven platform that shapes tourist perceptions and decision-making. While prior studies have extensively examined user-generated content, the measurement of Destination Management Organization (DMO)-generated visual content remains underdeveloped. This study aims to develop and validate a multidimensional measurement scale capturing the key attributes of DMO-generated Instagram photo content. The scale development process involved a systematic literature review followed by two empirical phases. In Phase 1, Exploratory Factor Analysis (EFA) with 200 respondents identified a stable factor structure. In Phase 2, Confirmatory Factor Analysis (CFA) with 400 respondents validated the measurement model. The results confirm a two-dimensional construct comprising text credibility and image aesthetics. All indicators demonstrate satisfactory standardized loadings (0.703–0.758), with strong composite reliability (0.82–0.85) and acceptable convergent validity (AVE = 0.52–0.53), indicating that the proposed scale is both reliable and valid. Among the identified dimensions, text credibility emerges as the strongest and most reliable scale, as reflected by its higher composite reliability, while image aesthetics represents a complementary but slightly weaker dimension. These findings demonstrate that textual attributes play a more dominant role than visual attributes in establishing trust and coherence in DMO-generated content. This study contributes by providing a validated multidimensional measurement scale tailored to DMO-generated visual communication, offering a robust instrument for future research in digital tourism marketing.