000147031 001__ 147031
000147031 005__ 20241205091043.0
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$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000147031 655_4 $$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$$pdriver
000147031 951__ $$a2024-12-05-08:46:57
000147031 980__ $$aARTICLE