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(wow) Words Of Wonders Level 2793 Answers
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Patricia P. Iglesias-Sanchez 1, Marisol B. Correia 2, Carmen Giambrino-Maldonado 1 * and Carlos de las Heras-Pedrosa 3
ESGHT, Universidade do Algarve & CiTUR & CinTurs & CEG-IST, Instituto Superior Technico, Universidade de Lisboa, 1649-004 Lisbon, Portugal
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Received: February 26, 2020 / Revised: March 28, 2020 / Accepted: March 30, 2020 / Published: April 1, 2020
Instagram is a popular social media platform. Its ability to convey emotions through images has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe help to understand how Instagram can be used by Destination Management Organizations (DMOs) to promote a destination’s image. For this purpose, first the official Instagram accounts of Algarve (Portugal) and Costa del San (Spain) and then the content analysis of the most popular hashtags (UGC) showing user-generated content will be carried out. from the perspective of destination managers and tourists. The results show that Instagram is a strategic social media platform for improving brand image through customer engagement. Destinations include content created from tourism; therefore, the hermeneutic sphere of representation is reversed, as the photographs taken by tourists are meant to recreate the image of the destination and encourage tourists to photograph their experience in the best possible way. Moreover, as a key finding, the role of persistence as a key factor in UGC for DMOs and Instagram users should be highlighted. This study provides valuable insights for developing promotional strategies for DMOs to understand the potential of Instagram to build destination image and encourage image tourism.
Social media has fundamentally changed the way people travel [1]. Tourists contact, receive information and interact with travel businesses that may be interested in destinations around the world. Therefore, user-generated content (UGC) has become the focus of research in recent years [2, 3]; however, knowledge about the impact of UGC on destination image is still limited and needs further research [4]. Sharing experiences through photos on Instagram is now a common practice; in fact, Instagram is the most popular form of social media used in tourism [5]. More than 500 million photos are uploaded to social networks every day [6]; in particular, 95 million photos are uploaded to Instagram every day, with a total of more than 40 billion photos shared since its launch [7]. Posting photos, sharing experiences, and receiving feedback through comments and discussions all influence the image of a destination. Images posted on the Internet can influence the perception, experience, and recall of destinations [8]. Thus, web 2.0 tools allow tourists to play a leading role in creating images [9, 10]. Target management organizations know when their image is emerging in this new framework. As a result, companies and destinations face new challenges [11, 12]. The adaptation of their strategies and the implementation of new tools and techniques are mandatory to enter today’s demanding tourism market [1, 13]. However, how and to what extent destinations use social networks has not yet been fully discussed [14, 15]; even fewer studies examine how DMOs use social media [11, 14, 16]. Research on media in tourism in general has focused on tourists [17] or highlighted the value of Instagram for destination image among tour operators and travel agents [10, 18, 19].
For the above reasons, this article aims to analyze the impact of Instagram on the target brand; To do this, we examine the cases of Algarve (Portugal) and Costa del Sol (Spain), combining the perspectives of DMOs and Instagram users who publish in both directions.
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This document is divided into five parts. After this introduction, we turn to the literature that motivated the proposal of the research questions. Then, we explain the qualitative methods chosen: content analysis of official destination accounts and the most popular hashtags used by tourists. The fourth chapter deals with the empirical component and explores how engagement with tourists can increase positive feelings and desire to visit, explore more and return to a destination, identifying the potential of Instagram to create and promote a destination’s image. It is worth noting that, as the opening of the hermeneutic sphere [20] points out, we can understand from a new perspective that the pictures of tourists are becoming more and more important sources. Finally, we present practical results for destination promotion and tourism attraction through the use of Instagram.
The Internet and social media have revolutionized all dimensions of social life: relationships, consumption, communication, and the economy. Using them remains a challenge for everyone; in particular, for business and in the field of tourism, for destinations [21]. Rapid technological changes and participation in the global network force Destination Management Organizations (DMO) to adopt and implement tools and methods to increase the efficiency and effectiveness of destination marketing and meet the current demanding tourism market [13]. What remains unclear is the type and extent of social media use by destination marketing organizations (DMOs) in general [14, 16, 22], how DMOs use social media for marketing [11, 14, 15, 23] and, finally, DMOs. Are they sufficiently leveraging the potential of social media to realize their advertising and branding interests?
So far, the use of social media and the analysis of its impact on tourist behavior have been most common [17]. It is widely proven that travel decisions have been completely transformed by the internet. These interactive and global technological tools offer new means of travel information in terms of research, sharing and travel enjoyment [1, 21]. In Hanan and Putit [18], it has already been noted that social media is a driving factor for destination promotion, and recent studies [19, 21, 24] have highlighted its influence on destination brand image. In this framework, people are free to produce travel content information that is accessible to all. This combined phenomenon is called User-Generated Content (UGC), which affects all stages of the journey; before, during and after the trip [25].
There is a wide range of social networks, but Instagram has gained a position thanks to its unique photos. The relative novelty of this tool compels researchers to explore its potential, and the number of studies conducted on it is expected to increase [10, 19]. Until now, research in this area has mainly relied on TripAdvisor. The work of Fatanti et al. [1] Argued that the process of advertising on Instagram is complex and different from other social media. Thus, an Instagram-focused study with a comprehensive look at tourists’ DMO and UGC activities contributes to this field. Each social media platform has different contexts, structures, goals, actions and reactions; it is necessary to understand these characteristics in order to develop a successful strategy [26].
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Traditionally, a DMO seeks to create and promote its brand image, to influence tourists and create the idea that their destination is the most attractive choice for travel [ 26 , 27 ]; however, social media promotion means sharing ideas, experiences, and impressions of destinations through posts, photos, and videos that can be consumed around the world. Thus, creating a destination image depends on both traditional and modern methods. Munar [28] emphasized that marketing messages and related content created by organizations and users have a significant impact on tourists’ perception, attractiveness and image.
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