Decoding destination image: insights from Instagram content by residents, tourists, and influencers
[EN] Purpose: This study examines how Instagram shapes the destination image, focusing on the contributions of residents, tourists, and influencers. It aims to provide empirical evidence on the distinct impacts of these actors and offer insights for effective destination marketing. Methodology: A qu...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2026 |
| País: | España |
| Institución: | Universidad de León |
| Repositorio: | BULERIA. Repositorio Institucional de la Universidad de León |
| OAI Identifier: | oai:buleria.unileon.es:10612/26476 |
| Acceso en línea: | https://www.emerald.com/cbth/article/doi/10.1108/CBTH-05-2024-0186/1248681/Decoding-destination-image-insights-from-Instagram https://hdl.handle.net/10612/26476 |
| Access Level: | acceso abierto |
| Palabra clave: | Economía Marketing Turismo Destination image Artificial intelligence Deep learning Destination Management Organizations User-generated content Big data |
| Sumario: | [EN] Purpose: This study examines how Instagram shapes the destination image, focusing on the contributions of residents, tourists, and influencers. It aims to provide empirical evidence on the distinct impacts of these actors and offer insights for effective destination marketing. Methodology: A quantitative approach was used, analysing approximately 142,000 Instagram posts using advanced data techniques (web scraping and deep learning) to assess visual and textual content. Statistical tests compared engagement metrics and content types between residents, tourists, and influencers. Findings: Significant differences were found in the content posted by residents and tourists. Residents' posts received more likes, indicating stronger community engagement, and featured more faces and happy emotions, suggesting a socially oriented and positive portrayal. Influencers' posts garnered more likes and comments and included more people and positive emotions compared to non-influencers. These findings underscore the unique contributions of each group to the destination image on Instagram. Originality: This study contributes to tourism marketing and social media research by providing a detailed analysis of how different actors influence the destination image on Instagram. It utilizes AI techniques to analyse large datasets, offering methodological innovations and nuanced insights. Practical implications: DMOs should leverage residents' authenticity and influencers' reach to create an engaging destination image. Collaborating with influencers can enhance visibility, while residents' content provides authenticity and depth. |
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