Key Image Attributes to Elicit Likes and Comments on Instagram

Aramendia-Muneta, María Elena; Pascual, Cristina Olarte; Ollo‐López, Andrea

doi:10.1080/10496491.2020.1809594

Cited by 32 publications

(25 citation statements)

References 77 publications

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“…This method is especially useful in the analysis of social media posts [9], and is the most frequently used method in tourism research of visual images [115] and in destination image [102,105,113,115,119].…”

Section: Methodsmentioning

confidence: 99%

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Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Taberner

Pujol

2021

Sustainability

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Over the last few decades, various regions have taken advantage of sport as a tool for place branding. One of the most used strategies has been sporting events, which can help to position the regions and improve their image. With regard to destination image (DI), the penetration and popularity of social media such as Instagram has opened new avenues for place promotion and has turned the users of these platforms into active agents in the promotion of DI. This study aims to explore whether the participants and organisers of small-scale sport events (SSSEs) can contribute to the creation of destination image through the content they post on Instagram. For this purpose, the content of 1315 photographs posted by SSSE participants and organisers on Instagram was analysed. The results show that the photographs related to SSSEs reproduce destination attributes of the region and, consequently, are a source of DI creation. The results also show the importance of the specific moment of the event both in the DI and in the engagement of the posts. This research provides valuable information on the management of Instagram in the context of SSSEs, on the importance of the characteristics of the starting and finishing lines and of the course of the event; and on the desirability of aligning the perspective of the organisers and participants to maximise the potential for the creation of DI through SSSEs.

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Section: Methodsmentioning

confidence: 99%

“…Several studies point to Instagram's contribution to the creation of destination images [9,91,92,110,113,114] and the choice of destination, especially among millennials, who make their choices based on how "Instagrammable" they are [115].…”

Section: Social Media In the Tourism Industrymentioning

confidence: 99%

Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Taberner

Pujol

2021

Sustainability

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“…Photos that users post on image-based social media represent their interests at a given moment, which reflect their activities, perceptions, and interactions [40,41]. Therefore, images on Instagram posts are a crucial social currency [19]-one of the most important kinds of data with which to understand the modern tourism industry [18]. Given that images are said to contain more than thousands of words, it is difficult to analyze many images due to the lack of sophisticated image-processing technologies.…”

Section: User-created Contents On Instagrammentioning

confidence: 99%

“…The response by numerous "messengers" can either work in favor of a business or become a disadvantage; in comparison, user-created content is transparent and authentic. In particular, photos created and shared by users provide in-depth customer insights regarding the current state of the tourism industry [18]. At a time when much more innovative and exciting hospitality experiences are preferred by consumers, image-based, user-created content can help businesses catch up with the changing demands.…”

Section: Introductionmentioning

confidence: 99%

Lifestyle Experiences: Exploring Key Attributes of Lifestyle Hotels Using Instagram User-Created Contents in South Korea

Han

Lee

2021

Sustainability

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This study aims to investigate the key attributes of a steadily growing hotel sector (lifestyle hotels), which has shown great success in the global competitive market, by analyzing user-created content on Instagram. The dataset used in this study were prepared from a total of 20,999 lifestyle hotel posts and 24,262 boutique hotel posts created from 2013 to 2020 and retrieved using a Python web crawler. The locations, hashtags, and image data were analyzed based on frequency analysis using social network analysis methods and computer vision technology, after which they were visualized with a geographical information system and Gephi. The results demonstrated that lifestyle hotels share key attributes that differentiate them from others in terms of physical, geospatial, and experiential contexts. Design, location, and management type are the main attributes that comprise the distinct identity of each lifestyle hotel. Moreover, a lifestyle hotel is distinct from a boutique hotel in that staying in the former means consuming experiences with continuous changes. The information and knowledge gained from this research will contribute to bridging the gap between theoretical literature and the practical development of lifestyle hospitality.

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“…The initial focus of researchers was drawn to text-mining, analyzing questions and answers in forums and user-provided reviews on TripAdvisor, Priceline, Hotels.com, Expedia, Booking.com, etc., posts and reposts with travel experiences, Twitter messages, whereas recent studies are increasingly focusing on the content and metadata from photos and videos (Li et al, 2018;Orsi and Geneletti, 2013;Ma et al, 2018). Back in 2014 Munar and Jacobsen (2014) have revealed a dominance of visual content in the tourism industry, which was recently verified by numerous studies (Aramendia-Muneta et al, 2021;Payntar et al, 2021). Scholars make use of georeferenced information sourced from metadata attached to CGC, typically indicating the latitudinal and longitudinal coordinates, geotags, or hashtags (Gunter and Önder, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Digital Capacity of Russian Tourist Territories

Mikhaylova¹,

GONCHAROVA²,

Plotnikova³

et al. 2021

GTG

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Digitalization has affected the economies and the everyday life of the population all around the globe. Industries are going digital with the Industry 4.0 mode changing the conventional practices of doing business. People spend a significant amount of time online shifting their daily routines to electronic format. The wide dissemination and adoption of ICTs place mutual expectations from the population to have competence in using modern digital technologies and from firms and public institutions to provide their services online. Not surprisingly there is a strong digital divide between territories in their digital capacity – the ability of a territory to generate digital content. This study is aimed at evaluating the digital capacity of cities and municipalities in Russia by measuring their digital footprint in the tourism industry. Tourism is found to be an information - intensive economy sector with a large volume of consumer-generated content making it ideal for measuring the digital capacity of territories. The research design is based on geotagged hashtags sourced from Instagram – one of the most popular social networks worldwide. The geographical scope of research covers 205 cities in 10 regions of Russia – Arkhangelsk region (14 municipalities), the Republic of Crimea and Sevastopol (19 municipalities), Kaliningrad region (28 municipalities), Krasnodar region (26 municipalities), Leningrad region (69 municipalities), Murmansk region (16 municipalities), and Rostov region (23 municipalities). All of the regions are located in the European part of the country but differ in environmental, socio-economic, and geopolitical parameters. In order to focus on the tourism sector, the dataset on tourist accommodation establishments and bed places is collected in addition to population statistics. The analyzed data is mapped, and a series of figures present the re search findings. The research results suggest that consumer-generated content with place-related hashtags in Instagram is applicable for tracking the tourism sector development and the tourism-related digital capacity of a territory. However, a number of limitations are identified in using user-generated digital content in social media. This includes overrepresentation of large cities over smaller settlements despite not being the direct location of reference; ‘noisy data’ featuring additional meaningless information due to ambiguous hashtags; an increasing volume of commercial posts from bloggers, self-employed, and business.

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Key Image Attributes to Elicit Likes and Comments on Instagram

Cited by 32 publications

References 77 publications

Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Lifestyle Experiences: Exploring Key Attributes of Lifestyle Hotels Using Instagram User-Created Contents in South Korea

Digital Capacity of Russian Tourist Territories

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