Title A Comparative Analysis of Instagram Influences and AI-Generated Recommendations on Travel Decision-Making
(A2026-133993)

AUTHORS

Eleni Tsitsirigou, MCAST - IBMC

ABSTRACT

This study offers a comparative analysis of how Instagram influences and AI-generated recommendations shape travel decision-making, presenting a holistic paradigm that connects digital behaviour with emerging sustainability expectations in tourism. As EU ESG regulations intensify under the Corporate Sustainability Reporting Directive (CSRD), tourism-dependent economies such as Malta face increasing pressure to demonstrate transparent, measurable practices aligned with societal values. Although travellers respond dynamically to both the visual stimuli of Instagram and the personalised, algorithmic logic of AI systems, empirical evidence indicates that Malta’s 4-star hotels lag behind EU counterparts in ESG integration due to financial and operational constraints. By examining the synergy between social media inspiration and AI-driven guidance, this research identifies how these digital forces influence tourist choices as they intersect with rising sustainability priorities. The study aims to support hotels and policymakers in developing strategic interventions that enhance competitiveness and align operations with evolving ESG standards.