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The Instagrammable Hotel: A Sequential Explanatory Design Study of Hotel- and User-Generated Content

Author

Listed:
  • Christian Dragin-Jensen

    (Department of Service, Hospitality and Tourism Management, Business Academy Southwest, 6700 Esbjerg, Denmark)

  • Mia Post-Lundgaard

    (Department of Service, Hospitality and Tourism Management, Business Academy Southwest, 6700 Esbjerg, Denmark)

  • Oliver Schnittka

    (Department of Business and Sustainability, University of Southern Denmark, 6705 Esbjerg, Denmark)

Abstract

This paper examines Instagram’s increasing influence on the hotel industry, an area that remains under-researched from both consumer and hotel perspectives. Through a sequential explanatory design, combining a quantitative analysis of 1031 posts with qualitative interviews from hotel professionals, the research uncovers the types of content that resonate most with users and how hoteliers strategically leverage Instagram. The findings reveal which content formats, hotel attributes and post characteristics capture audience attention. Additionally, the study offers unique insights into Instagram’s distinct role compared to other social media platforms in the hotel industry. The study provides a novel definition of what makes a hotel “Instagrammable” from both consumer and industry viewpoints, offering valuable insights into how hotels can strategically harness Instagram to attract and engage their audience.

Suggested Citation

  • Christian Dragin-Jensen & Mia Post-Lundgaard & Oliver Schnittka, 2024. "The Instagrammable Hotel: A Sequential Explanatory Design Study of Hotel- and User-Generated Content," Tourism and Hospitality, MDPI, vol. 5(4), pages 1-19, December.
    • Handle: RePEc:gam:jtourh:v:5:y:2024:i:4:p:79-1436:d:1540450
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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