147031 20260217205539.0 doi 10.1016/j.jdmm.2024.100948 sideral 140883 ART-2024-140883 eng Blanco-Moreno, Sofía Understanding engagement with Instagram posts about tourism destinations 2024 Access copy available to the general public Unrestricted This 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. info:eu-repo/semantics/openAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es 7.4 2024 HOSPITALITY, LEISURE, SPORT & TOURISM 11 / 141 = 0.078 2024 Q1 T1 MANAGEMENT 36 / 420 = 0.086 2024 Q1 T1 2.26 2024 Business and International Management 2024 Q1 Tourism, Leisure and Hospitality Management 2024 Q1 Strategy and Management 2024 Q1 Marketing 2024 Q1 18.4 2024 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion González-Fernández, Ana M. Muñoz-Gallego, Pablo Antonio Casaló, Luis V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 34 (2024), 100948 [12 pp.] J. destin. mark. manag. Journal of destination marketing & management 2212-571X 2215646 http://zaguan.unizar.es/record/147031/files/texto_completo.pdf Versión publicada 2511267 http://zaguan.unizar.es/record/147031/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:147031 articulos driver 2026-02-17-20:35:32 ARTICLE