In an era where digital presence significantly shapes consumer behavior, tourism establishments must strategically manage their visibility across multiple online platforms. This study examines and compares the influence of two leading digital platforms, Booking.com and Instagram, on key consumer perceptions, including brand image, trust, perceived service quality, and booking intention. A quantitative research design was employed, using a structured questionnaire administered to 200 respondents. Data were analyzed using both SPSS and SmartPLS to ensure robust statistical interpretation. SPSS was used for descriptive analysis, correlations, and group comparisons, while SmartPLS enabled structural equation modeling to assess the strength and significance of relationships among latent variables. The findings reveal that Instagram engagement is strongly and positively associated with emotional brand image (r = 0.841), while Booking.com review credibility significantly influences perceived service quality (r = 0.789). Additionally, trust in the platform shows a very strong correlation with booking intention (r = 0.889), confirming its central role in driving consumer action. Structural equation modeling results from SmartPLS further support these associations, indicating high reliability, convergent validity, and significant path coefficients across the model. However, no significant difference was found between the two platforms in terms of perceived brand attractiveness, suggesting that emotional engagement does not necessarily translate into differential brand appeal. Overall, the results underscore the complementary roles of review-based and visual platforms in shaping consumer decision-making and emphasize the need for integrated digital strategies in the tourism sector.