INSTAGRAMMABLE WELLNESS
The Impact of Social Media Aesthetics on Sustainable Tourism Choices
DOI:
https://doi.org/10.21274/ar-rehla.v6i1.12136Keywords:
instagrammable wellness, sustainable tourism, social media aesthetics, digital influenceAbstract
Abstract: Instagram’s growing influence has transformed how wellness destinations are perceived, leading travellers to associate visually appealing wellness experiences with sustainable tourism. However, research examining how social media aesthetics shape travellers’ decision-making regarding sustainability remains limited. This study explores the concept of ‘Instagrammable wellness’ by investigating how aesthetically curated wellness content on Instagram influences sustainable tourism choices. A qualitative approach was employed through semi-structured interviews with six purposively selected informants who actively engage with wellness-related Instagram content during travel planning and destination selection. Interview data were analysed using thematic analysis to identify recurring patterns in participants’ perceptions and decision-making processes. The findings indicate that Instagram’s aesthetics play a significant role in shaping perceptions of a destination’s sustainability by promoting wellness experiences linked to nature, environmental responsibility and local culture. Whilst the pursuit of visually appealing experiences may encourage superficial engagement with health practices, it can also stimulate greater interest in environmentally conscious and socially responsible tourism. This study contributes to the literature on digital tourism and sustainable travel behaviour by demonstrating how visual social media culture mediates the relationship between wellness consumption and sustainability-oriented travel decisions. These findings also offer practical implications for destination managers, wellness service providers and policymakers seeking to integrate visual marketing strategies with sustainable tourism objectives.
Keywords: instagrammable wellness; sustainable tourism; social media aesthetics; digital influence
Abstract: Pengaruh Instagram yang semakin besar telah mengubah persepsi tentang destinasi kebugaran, sehingga para wisatawan mengaitkan pengalaman kebugaran yang menarik secara visual dengan pariwisata berkelanjutan. Namun, penelitian yang mengkaji bagaimana estetika media sosial membentuk pengambilan keputusan wisatawan terkait keberlanjutan masih terbatas. Penelitian ini mengeksplorasi konsep ‘Instagrammable wellness’ dengan menyelidiki bagaimana konten kebugaran yang ditampilkan secara estetis di Instagram memengaruhi pilihan pariwisata berkelanjutan. Penelitian ini menggunakan pendekatan kualitatif melalui wawancara semi-terstruktur dengan enam informan yang dipilih secara purposif. Informan ini secara aktif berinteraksi dengan konten Instagram terkait kebugaran selama perencanaan perjalanan dan pemilihan destinasi. Proses analisis data wawancara menggunakan analisis tematik untuk mengidentifikasi pola-pola yang berulang dalam persepsi dan proses pengambilan keputusan beriwsata para peserta. Temuan menunjukkan bahwa aspek estetika Instagram memainkan peran penting dalam membentuk persepsi tentang keberlanjutan suatu destinasi dengan mempromosikan pengalaman kebugaran yang terkait dengan alam, tanggung jawab lingkungan, dan budaya lokal. Meskipun keinginan untuk mendapatkan pengalaman yang menarik secara visual cenderung mengarah pada keterlibatan yang dangkal terhadap praktik kebugaran, hal ini juga dapat merangsang minat yang lebih besar terhadap pariwisata yang sadar lingkungan dan bertanggung jawab secara sosial. Penelitian ini berkontribusi pada literatur tentang pariwisata digital dan perilaku pariwisata berkelanjutan dengan menunjukkan bagaimana budaya media sosial visual memediasi hubungan antara konsumsi kebugaran dan keputusan perjalanan yang berorientasi pada keberlanjutan. Temuan ini juga menawarkan implikasi praktis bagi pengelola destinasi, penyedia layanan kebugaran, dan pembuat kebijakan yang berupaya mengintegrasikan strategi pemasaran visual dengan tujuan pariwisata berkelanjutan.
Keywords: Instagrammable wellness; pariwisata berkelanjutan; estetika media sosial; pengaruh digital
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