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2023-01-01

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Please use this identifier to cite or link to this item: https://hdl.handle.net/2445/199545

A touristic tale of four cities on Instagram

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Abstract

Social media has become a basic source of information for visitors and its capacity to generate interest in touristic destinations gains relevance. This paper identifies elements capable of generating greater user engagement with the official accounts of four European capitals with a high number of tourists: London, Paris, Berlin and Madrid. Our findings, based on the 862 posts published by these cities on their Instagram accounts over the course of one year, show how various aspects of the content of these posts are crucial factors in generating engagement. They also reveal the potential of including in posts variables with elements of interaction between users' contents and official accounts. Moreover, the variables that may generate the most engagement are identified, and both differences and illustrative similarities between the strategies implemented by the cities are noted. These results suggest not only interesting theoretical conclusions, but also important implications for the tourism sector.

Related resource

https://doi.org/10.1177/13567667221078246

Subject

Xarxes socials, Recursos electrònics en xarxa, Turisme urbà, Màrqueting per Internet

Subject (English)

Social networks, Computer network resources, Urban tourism, Internet marketing

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Articles publicats en revistes (Economia)

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TUGORES QUES, Juan and BONILLA QUIJADA, María del Rocío. A touristic tale of four cities on Instagram. Journal of Vacation Marketing. 2023. Vol. 29, num. 1, pags. 54-70. ISSN 1356-7667. [consulted: 16 of October of 2026]. Available at: https://hdl.handle.net/2445/199545

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