000147031 001__ 147031 000147031 005__ 20250923084441.0 000147031 0247_ $$2doi$$a10.1016/j.jdmm.2024.100948 000147031 0248_ $$2sideral$$a140883 000147031 037__ $$aART-2024-140883 000147031 041__ $$aeng 000147031 100__ $$aBlanco-Moreno, Sofía 000147031 245__ $$aUnderstanding engagement with Instagram posts about tourism destinations 000147031 260__ $$c2024 000147031 5060_ $$aAccess copy available to the general public$$fUnrestricted 000147031 5203_ $$aThis 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. 000147031 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/ 000147031 590__ $$a7.4$$b2024 000147031 592__ $$a2.26$$b2024 000147031 591__ $$aHOSPITALITY, LEISURE, SPORT & TOURISM$$b11 / 139 = 0.079$$c2024$$dQ1$$eT1 000147031 593__ $$aBusiness and International Management$$c2024$$dQ1 000147031 591__ $$aMANAGEMENT$$b36 / 420 = 0.086$$c2024$$dQ1$$eT1 000147031 593__ $$aTourism, Leisure and Hospitality Management$$c2024$$dQ1 000147031 593__ $$aStrategy and Management$$c2024$$dQ1 000147031 593__ $$aMarketing$$c2024$$dQ1 000147031 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000147031 700__ $$aGonzález-Fernández, Ana M. 000147031 700__ $$aMuñoz-Gallego, Pablo Antonio 000147031 700__ $$0(orcid)0000-0002-9643-2814$$aCasaló, Luis V.$$uUniversidad de Zaragoza 000147031 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000147031 773__ $$g34 (2024), 100948 [12 pp.]$$pJ. destin. mark. manag.$$tJournal of destination marketing & management$$x2212-571X 000147031 8564_ $$s2215646$$uhttps://zaguan.unizar.es/record/147031/files/texto_completo.pdf$$yVersión publicada 000147031 8564_ $$s2511267$$uhttps://zaguan.unizar.es/record/147031/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000147031 909CO $$ooai:zaguan.unizar.es:147031$$particulos$$pdriver 000147031 951__ $$a2025-09-22-14:51:09 000147031 980__ $$aARTICLE
The server encountered an error while dealing with your request.
The system administrators have been alerted.
In case of doubt, please contact deposita@unizar.es.