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Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies

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  • Patricia P. Iglesias-Sánchez

    (Faculty of Economics and Business Studies, Universidad de Málaga, 29071 Malaga, Spain)

  • Marisol B. Correia

    (ESGHT, Universidade do Algarve & CiTUR & CinTurs & CEG-IST, Instituto Superior Técnico, Universidade de Lisboa, 1649-004 Lisboa, Portugal)

  • Carmen Jambrino-Maldonado

    (Faculty of Economics and Business Studies, Universidad de Málaga, 29071 Malaga, Spain)

  • Carlos de las Heras-Pedrosa

    (Faculty of Communications Sciences, Universidad de Málaga, 29071 Malaga, Spain)

Abstract

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination’s image and inspiring tourism through images.

Suggested Citation

  • Patricia P. Iglesias-Sánchez & Marisol B. Correia & Carmen Jambrino-Maldonado & Carlos de las Heras-Pedrosa, 2020. "Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies," Sustainability, MDPI, vol. 12(7), pages 1-26, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:2793-:d:340186
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    2. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    3. Gema Pérez-Tapia & Fernando Almeida-García & Pere Mercadé-Melé, 2021. "The “ Four Core Elements ” as a Measuring Instrument: From Simplicity to Complexity in Tourist Destination," Economies, MDPI, vol. 9(2), pages 1-16, April.
    4. Sonia Kataria & Vinod Kumar Saini & Ajay Kumar Sharma & Renu Yadav & Harpuneet Kohli, 2021. "An integrative approach to the nexus of brand loyalty and corporate social responsibility," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 361-385, September.
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    6. Carlos de las Heras-Pedrosa & Elena Millan-Celis & Patricia P. Iglesias-Sánchez & Carmen Jambrino-Maldonado, 2020. "Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective," Sustainability, MDPI, vol. 12(10), pages 1-27, May.
    7. Dan Zhu & Jiayi Wang & Meifang Wang, 2022. "Sustainable Tourism Destination Image Projection: The Inter-Influences between DMOs and Tourists," Sustainability, MDPI, vol. 14(5), pages 1-16, March.
    8. Peng Yu & Hongmei Zhang, 2020. "Does Travel Really Enhance Destination-Country Image? Understanding Tourists’ Changes in Perception toward a Destination Country," Sustainability, MDPI, vol. 12(10), pages 1-12, May.
    9. Bálint Kádár & János Klaniczay, 2022. "Branding Built Heritage through Cultural Urban Festivals: An Instagram Analysis Related to Sustainable Co-Creation, in Budapest," Sustainability, MDPI, vol. 14(9), pages 1-16, April.
    10. Ulrika Persson-Fischer & Shuangqi Liu, 2021. "What Is Interdisciplinarity in the Study of Sustainable Destination Development?," Sustainability, MDPI, vol. 13(7), pages 1-28, March.
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