IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i21p12255-d673508.html
   My bibliography  Save this article

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

Author

Listed:
  • Isaac Taberner

    (Grup de Recerca en Esport i Activitat Física (GREAF), Universitat de Vic—Universitat Central de Catalunya (UVIC-UCC), 08500 Barcelona, Spain)

  • Albert Juncà

    (Grup de Recerca en Esport i Activitat Física (GREAF), Universitat de Vic—Universitat Central de Catalunya (UVIC-UCC), 08500 Barcelona, Spain)

Abstract

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.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:12255-:d:673508
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/21/12255/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/21/12255/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ayeh, Julian K. & Au, Norman & Law, Rob, 2013. "Predicting the intention to use consumer-generated media for travel planning," Tourism Management, Elsevier, vol. 35(C), pages 132-143.
    2. Fotiadis, Anestis & Xie, Lishan & Li, Yaoqi & Huan, Tzung-Cheng T.C., 2016. "Attracting athletes to small-scale sports events using motivational decision-making factors," Journal of Business Research, Elsevier, vol. 69(11), pages 5467-5472.
    3. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    4. Ewa Malchrowicz-Mośko & Joanna Poczta, 2018. "A Small-Scale Event and a Big Impact—Is This Relationship Possible in the World of Sport? The Meaning of Heritage Sporting Events for Sustainable Development of Tourism—Experiences from Poland," Sustainability, MDPI, vol. 10(11), pages 1-19, November.
    5. Xiaoyan Xing & Laurence Chalip, 2006. "Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models," Sport Management Review, Taylor & Francis Journals, vol. 9(1), pages 49-78, January.
    6. Stepchenkova, Svetlana & Zhan, Fangzi, 2013. "Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography," Tourism Management, Elsevier, vol. 36(C), pages 590-601.
    7. Kelly, Donna M. & Fairley, Sheranne, 2018. "What about the event? How do tourism leveraging strategies affect small-scale events?," Tourism Management, Elsevier, vol. 64(C), pages 335-345.
    8. Xing, Xiaoyan & Chalip, Laurence, 2006. "Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models," Sport Management Review, Elsevier, vol. 9(1), pages 49-78, May.
    9. Assumpcio Huertas & Estela Marine-Roig, 2015. "Destination Brand Communication Through the Social Media: What Contents Trigger Most Reactions of Users?," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 295-308, Springer.
    10. 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.
    11. Brown, Graham & Smith, Andrew & Assaker, Guy, 2016. "Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics," Tourism Management, Elsevier, vol. 55(C), pages 160-172.
    12. Diletta Acuti & Laura Grazzini & Valentina Mazzoli & Gaetano Aiello, 2019. "Stakeholder engagement in green place branding: A focus on user‐generated content," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 492-501, March.
    13. Evan Cleave & Godwin Arku & Richard Sadler & Emmanuel Kyeremeh, 2017. "Place Marketing, Place Branding, and Social Media: Perspectives of Municipal Practitioners," Growth and Change, Wiley Blackwell, vol. 48(4), pages 1012-1033, December.
    14. Stylidis, Dimitrios & Shani, Amir & Belhassen, Yaniv, 2017. "Testing an integrated destination image model across residents and tourists," Tourism Management, Elsevier, vol. 58(C), pages 184-195.
    15. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    16. Amelia Green & Debra Grace & Helen Perkins, 2016. "City branding research and practice: An integrative review," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 252-272, May.
    17. Mainolfi, Giada & Marino, Vittoria, 2020. "Destination beliefs, event satisfaction and post-visit product receptivity in event marketing. Results from a tourism experience," Journal of Business Research, Elsevier, vol. 116(C), pages 699-710.
    18. Navin Kumar & Rajeev Kumar Panda, 2019. "Place branding and place marketing: a contemporary analysis of the literature and usage of terminology," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 255-292, December.
    19. Wei Sun & Shoulian Tang & Fang Liu, 2021. "Examining Perceived and Projected Destination Image: A Social Media Content Analysis," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    20. Xiaoying Chen & Brian H. Yim & Ziqing Tuo & Liangjun Zhou & Ting Liu & James J. Zhang, 2021. "“One Event, One City”: Promoting the Loyalty of Marathon Runners to a Host City by Improving Event Service Quality," Sustainability, MDPI, vol. 13(7), pages 1-13, March.
    21. Peric, Marko, 2015. "Managing Sports Experiences In The Context Of Tourism," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 6(1), pages 85-97.
    22. Heather J. Gibson & Kyriaki Kaplanidou & Sung Jin Kang, 2012. "Small-scale event sport tourism: A case study in sustainable tourism," Sport Management Review, Taylor & Francis Journals, vol. 15(2), pages 160-170, April.
    23. 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.
    24. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    25. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    26. Stefano Duglio & Riccardo Beltramo, 2017. "Estimating the Economic Impacts of a Small-Scale Sport Tourism Event: The Case of the Italo-Swiss Mountain Trail CollonTrek," Sustainability, MDPI, vol. 9(3), pages 1-17, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Huei-Fu Lu, 2021. "Hallmark Sporting Events as a Vehicle for Promoting the Sustainable Development of Regional Tourism: Strategic Perspectives from Stakeholders," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    2. Georgia Zouni & Popi Markogiannaki & Ioanna Georgaki, 2021. "A strategic tourism marketing framework for sports mega events: The case of Athens Classic (Authentic) Marathon," Tourism Economics, , vol. 27(3), pages 466-481, May.
    3. Marko Perić & Vanja Vitezić, 2019. "Socio-Economic Impacts of Event Failure: The Case of a Cancelled International Cycling Race," Sustainability, MDPI, vol. 11(18), pages 1-15, September.
    4. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    5. Jesyca Salgado-Barandela & à ngel Barajas & Patricio Sánchez-Fernández, 2021. "Sport-event portfolios: An analysis of their ability to attract revenue from tourism," Tourism Economics, , vol. 27(3), pages 436-454, May.
    6. Mihai F. Băcilă & Raluca Ciornea & Luiza M. Souca & Alexandra M. Drule, 2022. "Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    7. Haimeng Ding & Kuang-Peng Hung & Norman Peng & Annie Chen, 2021. "Experiential Value of Exhibition in the Cultural and Creative Park: Antecedents and Effects on CCP Experiential Value and Behavior Intentions," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    8. Priporas, Constantinos-Vasilios & Stylos, Nikolaos & Kamenidou, Irene (Eirini), 2020. "City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 453-463.
    9. José Miguel Vegara-Ferri & José María López-Gullón & Irena Valantine & Arturo Díaz Suárez & Salvador Angosto, 2020. "Factors Influencing the Tourist’s Future Intentions in Small-Scale Sports Events," Sustainability, MDPI, vol. 12(19), pages 1-18, October.
    10. 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.
    11. Joanna Poczta & Agata Dąbrowska & Marek Kazimierczak & François Gravelle & Ewa Malchrowicz-Mośko, 2020. "Overtourism and Medium Scale Sporting Events Organisations—the Perception of Negative Externalities by Host Residents," Sustainability, MDPI, vol. 12(7), pages 1-24, April.
    12. Ine Hugaerts & Jeroen Scheerder & Kobe Helsen & Joris Corthouts & Erik Thibaut & Thomas Könecke, 2021. "Sustainability in Participatory Sports Events: The Development of a Research Instrument and Empirical Insights," Sustainability, MDPI, vol. 13(11), pages 1-16, May.
    13. Estela Marine-Roig & Eva Martin-Fuentes & Natalia Daries-Ramon, 2017. "User-Generated Social Media Events in Tourism," Sustainability, MDPI, vol. 9(12), pages 1-23, December.
    14. Cheon Yu & Yun Seop Hwang, 2019. "Do the Social Responsibility Efforts of the Destination Affect the Loyalty of Tourists?," Sustainability, MDPI, vol. 11(7), pages 1-17, April.
    15. Palazzo, Maria & Vollero, Agostino & Vitale, Pierluigi & Siano, Alfonso, 2021. "Urban and rural destinations on Instagram: Exploring the influencers’ role in #sustainabletourism," Land Use Policy, Elsevier, vol. 100(C).
    16. Dongfeng Liu & Chris Gratton, 2010. "The Impact of Mega Sporting Events on Live Spectators' Images of a Host City: A Case Study of the Shanghai F1 Grand Prix," Tourism Economics, , vol. 16(3), pages 629-645, September.
    17. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 2017. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 17(1), pages 75-100, March.
    18. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    19. Eko Nursanty & Atik Suprapti & Joesron Alie Syahbana, 2017. "The application of tourist gaze theory to support city branding in the planning of the historic city Surakarta, Indonesia," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 223-241, August.
    20. Oshimi, Daichi & Harada, Munehiko, 2019. "Host residents’ role in sporting events: The city image perspective," Sport Management Review, Elsevier, vol. 22(2), pages 263-275.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:12255-:d:673508. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.