Understanding engagement with Instagram posts about tourism destinations

[EN] This study analyses the social media engagement (SME) received by Instagram posts from a tourism destination based on communication and mental imagery theories. This research considers both the type of sender (tourists vs. residents) and the content of the message (pictorial stimuli: places of...

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Detalhes bibliográficos
Autores: Blanco Moreno, Sofía, González Fernández, Ana María, Muñoz Gallego, Pablo Antonio, Casaló, Luis V.
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2024
País:España
Recursos:Universidad de León
Repositorio:BULERIA. Repositorio Institucional de la Universidad de León
OAI Identifier:oai:buleria.unileon.es:10612/23055
Acesso em linha:https://hdl.handle.net/10612/23055
https://doi.org/10.1016/j.jdmm.2024.100948
Access Level:acceso abierto
Palavra-chave:Marketing
Instagram
Destination Image
Artificial Intelligence
Machine Learning
Deep Learning
Social Media Engagement
5311 Organización y Dirección de Empresas
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spelling Understanding engagement with Instagram posts about tourism destinationsBlanco Moreno, SofíaGonzález Fernández, Ana MaríaMuñoz Gallego, Pablo AntonioCasaló, Luis V.MarketingInstagramDestination ImageArtificial IntelligenceMachine LearningDeep LearningSocial Media Engagement5311 Organización y Dirección de Empresas[EN] This study analyses the social media engagement (SME) received by Instagram posts from a tourism destination based on communication and mental imagery theories. This research considers both the type of sender (tourists vs. residents) and the content of the message (pictorial stimuli: places of interest vs. hospitality services; centricity stimuli: people vs. without people). Web scraping technique is used for data collection. Content analysis is then applied on 27,088 Instagram posts using artificial intelligence techniques (machine learning and deep learning); and a univariate generalized linear model is conducted to analyze differences in SME. Results show that pictorial stimulus determines SME, being higher for images focused on places of interest, and photographs with people get higher SME too. The type of sender also influences SME and exerts a moderating role reinforcing the effect of centricity on SME for tourists. These results provide interesting insights for destination marketing managers and Instagram users.SIPublicación en abierto financiada por el Consorcio de Bibliotecas Universitarias de Castilla y León (BUCLE), con cargo al Programa Operativo 2014ES16RFOP009 FEDER 2014-2020 DE CASTILLA Y LEÓN, Actuación:20007-CL - Apoyo Consorcio BUCLEElsevierOrganizacion de EmpresaFacultad de Ciencias Economicas y Empresariales2024info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttps://hdl.handle.net/10612/23055https://doi.org/10.1016/j.jdmm.2024.100948reponame:BULERIA. Repositorio Institucional de la Universidad de Leóninstname:Universidad de LeónIngléshttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:buleria.unileon.es:10612/230552026-06-24T12:43:27Z
dc.title.none.fl_str_mv Understanding engagement with Instagram posts about tourism destinations
title Understanding engagement with Instagram posts about tourism destinations
spellingShingle Understanding engagement with Instagram posts about tourism destinations
Blanco Moreno, Sofía
Marketing
Instagram
Destination Image
Artificial Intelligence
Machine Learning
Deep Learning
Social Media Engagement
5311 Organización y Dirección de Empresas
title_short Understanding engagement with Instagram posts about tourism destinations
title_full Understanding engagement with Instagram posts about tourism destinations
title_fullStr Understanding engagement with Instagram posts about tourism destinations
title_full_unstemmed Understanding engagement with Instagram posts about tourism destinations
title_sort Understanding engagement with Instagram posts about tourism destinations
dc.creator.none.fl_str_mv Blanco Moreno, Sofía
González Fernández, Ana María
Muñoz Gallego, Pablo Antonio
Casaló, Luis V.
author Blanco Moreno, Sofía
author_facet Blanco Moreno, Sofía
González Fernández, Ana María
Muñoz Gallego, Pablo Antonio
Casaló, Luis V.
author_role author
author2 González Fernández, Ana María
Muñoz Gallego, Pablo Antonio
Casaló, Luis V.
author2_role author
author
author
dc.contributor.none.fl_str_mv Organizacion de Empresa
Facultad de Ciencias Economicas y Empresariales
dc.subject.none.fl_str_mv Marketing
Instagram
Destination Image
Artificial Intelligence
Machine Learning
Deep Learning
Social Media Engagement
5311 Organización y Dirección de Empresas
topic Marketing
Instagram
Destination Image
Artificial Intelligence
Machine Learning
Deep Learning
Social Media Engagement
5311 Organización y Dirección de Empresas
description [EN] This study analyses the social media engagement (SME) received by Instagram posts from a tourism destination based on communication and mental imagery theories. This research considers both the type of sender (tourists vs. residents) and the content of the message (pictorial stimuli: places of interest vs. hospitality services; centricity stimuli: people vs. without people). Web scraping technique is used for data collection. Content analysis is then applied on 27,088 Instagram posts using artificial intelligence techniques (machine learning and deep learning); and a univariate generalized linear model is conducted to analyze differences in SME. Results show that pictorial stimulus determines SME, being higher for images focused on places of interest, and photographs with people get higher SME too. The type of sender also influences SME and exerts a moderating role reinforcing the effect of centricity on SME for tourists. These results provide interesting insights for destination marketing managers and Instagram users.
publishDate 2024
dc.date.none.fl_str_mv 2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/10612/23055
https://doi.org/10.1016/j.jdmm.2024.100948
url https://hdl.handle.net/10612/23055
https://doi.org/10.1016/j.jdmm.2024.100948
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:BULERIA. Repositorio Institucional de la Universidad de León
instname:Universidad de León
instname_str Universidad de León
reponame_str BULERIA. Repositorio Institucional de la Universidad de León
collection BULERIA. Repositorio Institucional de la Universidad de León
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869418074504953856
score 15,198674

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