000171185 001__ 171185
000171185 005__ 20260515163945.0
000171185 0247_ $$2doi$$a10.1108/JHTT-02-2025-0168
000171185 0248_ $$2sideral$$a149312
000171185 037__ $$aART-2026-149312
000171185 041__ $$aeng
000171185 100__ $$aBlanco-Moreno, Sofía
000171185 245__ $$aDrivers of engagement with influencer posts about tourism destinations on Instagram: the role of number of followers, destination connection and content sentiment
000171185 260__ $$c2026
000171185 5203_ $$aPurpose
This study aims to examine variations in engagement with influencer posts about tourism destinations on Instagram through the lens of the strength-of-weak-ties theory. It specifically analyzes the effects of influencer type (macro, micro or nano), emotional ties to the destination (local versus travel influencers) and content sentiment (positive versus negative) on likes, comments and overall engagement rates.
Design/methodology/approach
Web scraping and artificial intelligence techniques were employed to collect and analyze 34,175 Instagram posts from 11,357 influencers related to a specific tourism destination. Influencers were categorized by follower count and connection to the destination, while content sentiment was assessed using machine learning and deep learning techniques. Differences in engagement, likes and comments rates were examined using a univariate generalized linear model.
Findings
The results indicate that influencers with fewer followers (nano-influencers) achieve a higher engagement rate. This effect is more pronounced when posts convey a negative sentiment, especially among travel influencers compared to local influencers. While this trend is observed for the like rate too, these interaction effects are not significant for the comments rate.
Originality/value
This study contributes to the literature by employing AI-based analysis and statistical modeling to examine Instagram engagement using data collected via Web scraping. The findings provide actionable insights for destination marketing organizations to enable them to refine their strategies, enhance their promotional efforts and increase destination visibility by identifying influencers with higher engagement through data-driven selection and targeted content curation
000171185 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S20-23R METODO Research Group$$9info:eu-repo/grantAgreement/ES/MCIU/PID2024-158196OA-I00
000171185 540__ $$9info:eu-repo/semantics/openAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000171185 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000171185 700__ $$aGonzález-Fernández, Ana M.
000171185 700__ $$0(orcid)0000-0002-9643-2814$$aCasaló, Luis V.$$uUniversidad de Zaragoza
000171185 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000171185 773__ $$g(2026), 1-30$$tJournal of Hospitality and Tourism Technology$$x1757-9880
000171185 8564_ $$s2347029$$uhttps://zaguan.unizar.es/record/171185/files/texto_completo.pdf$$yVersión publicada
000171185 8564_ $$s1575367$$uhttps://zaguan.unizar.es/record/171185/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000171185 909CO $$ooai:zaguan.unizar.es:171185$$particulos$$pdriver
000171185 951__ $$a2026-05-15-14:54:38
000171185 980__ $$aARTICLE