Media experiences in social media platforms generate different sets of positive emotions that can not only shift tourists' opinions or perspectives but also affect their overall well-being. Such well-being effects could be a potent driver for behavioural intention as well. Social networking sites such as Facebook, Twitter and Instagram have played a determinant role in eliciting those positive emotions, such as self-transcendence, as the product of an eudaimonic media experience, which in turn has a profound impact on tourist motivation. With users nowadays choosing a destination based on how “Instagrammable” it is, the growing importance of the role of Instagram in the tourism context has become obvious.