Understanding engagement with Instagram posts about tourism destinations

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2024-11-19 DOI:10.1016/j.jdmm.2024.100948

Sofía Blanco-Moreno , Ana M. González-Fernández , Pablo Antonio Muñoz-Gallego , Luis V. Casaló

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引用次数: 0

Abstract

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.

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了解 Instagram 上有关旅游目的地帖子的参与情况

本研究基于传播和心理意象理论，分析了旅游目的地 Instagram 帖子的社交媒体参与度（SME）。本研究同时考虑了发送者类型（游客与居民）和信息内容（图片刺激：名胜古迹与接待服务；中心性刺激：有人与无人）。数据收集采用了网络刮擦技术。然后使用人工智能技术（机器学习和深度学习）对 27,088 条 Instagram 帖子进行内容分析，并采用单变量广义线性模型分析 SME 的差异。结果表明，图片刺激决定了 SME，关注景点的图片 SME 更高，有人物的照片 SME 也更高。发送者的类型也会影响中小型企业，并发挥调节作用，加强中心性对游客中小型企业的影响。这些结果为目的地营销经理和 Instagram 用户提供了有趣的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.