"The best" and "The least": cross-country cluster analysis of Instagram and tourism destinations
The study provides an analysis of the key destination image attributes influencing the number of likes and comments by cross-country cluster on the basis of Stimulus-Organism-Response. The two main clusters are "the best" and "the least", measured by their success...
| Autores: | , |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universidad Pública de Navarra |
| Repositorio: | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra |
| OAI Identifier: | oai:academica-e.unavarra.es:2454/51850 |
| Acceso en línea: | https://hdl.handle.net/2454/51850 |
| Access Level: | acceso abierto |
| Palabra clave: | Cluster analysis Content analysis Tourism destination Tourism industry Analyse en grappes Analyse de contenu Destination touristique Industrie du tourisme |
| Sumario: | The study provides an analysis of the key destination image attributes influencing the number of likes and comments by cross-country cluster on the basis of Stimulus-Organism-Response. The two main clusters are "the best" and "the least", measured by their success in numbers of likes or comments from Instagrammers. Photographs taken during daytime showing tourism or entertainment facilities and panoramic natural seascapes prevail in the successful cluster group. Photographs showing visitors interacting in daily life tourist activities of their destination, are common among the successful images. Presenting people and water impacts positively, whereas multi-images of countries and destinations lacking authenticity have the opposite effect. Overall, the results are consistent with the hypothesis that attributes in Instagram photographs are associated with the success of a country's image. |
|---|