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Instagram’s role in driving outdoor tourism

2025Documento de conferência Acesso restrito
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datacite.subject.fosCiências Sociais
datacite.subject.sdg04:Educação de Qualidade
dc.contributor.authorFerreira, Jessica
dc.contributor.authorCardim, Sofia
dc.contributor.authorScalabrini, Elaine C.B.
dc.contributor.authorVaz, Roberto
dc.contributor.authorFernandes, Paula Odete
dc.date.accessioned2026-03-17T14:53:39Z
dc.date.available2026-03-17T14:53:39Z
dc.date.issued2025
dc.description.abstractThe complexity of social media engagement, with multiple factors influencing this phenomenon, is increasingly present in corporate digital marketing. Some social networks allow the dynamic sharing of promotional content from businesses and tourist destinations through posting photographs, videos, and locations. Although visual quality and the use of hashtags are important strategies, contextual and emotional elements tend to have a more direct impact on user engagement. From this perspective, this study explores the suitability of activity counts extracted from a social media platform (Instagram) to know the visitor counts at selected outdoor attractions in the North Region of Portugal. Through a quantitative methodology, the analysis utilised data from posts with specific hashtags collected in 2024, totalling 5020 posts, 7433 comments, and 126,314 likes. Three hypotheses were tested: the influence of the visual content (images and videos), the themes of the posts (identified by hashtags), and the polarity of the comments on user engagement. The results showed that the visual content did not have a significant impact on the number of likes and comments. The analysis revealed no significant differences in engagement between different themes of the posts. Sentiment analysis showed significant differences in likes among positive, neutral, and negative comments, but not in the number of comments. Practical implications include the need for integrated, context-sensitive digital marketing strategies to maximise social media engagement. Future studies should explore seasonal variations, employ objective measures of content, and integrate both qualitative and quantitative methods for a deeper understanding.eng
dc.description.sponsorshipThis work was supported by national funds through FCT/MCTES (PIDDAC): UNIAG, UIDB/004752/2020 (https://doi.org/10.54499/UIDB/04752/2020) and UIDP/04752/2020 (https://doi.org/10.54499/UIDP/04752/2020).
dc.identifier.citationFerreira, Jessica; Cardim, Sofia; Scalabrini, Elaine; Vaz, Roberto; Fernandes, Paula Odete (2025). Instagram’s role in driving outdoor tourism. In International Conference on Tourism, Technology and Systems, ICOTTS 2024. Springer, Singapore. 442, p. 341-352. ISBN 978-981965399-7. DOI: 10.1007/978-981-96-5400-0_29
dc.identifier.doi10.1007/978-981-96-5400-0_29
dc.identifier.isbn978-981965399-7
dc.identifier.urihttp://hdl.handle.net/10198/36106
dc.language.isoeng
dc.peerreviewedyes
dc.publisherSpringer
dc.relationApplied Management Research Unit
dc.relation.hasversionhttps://link.springer.com/chapter/10.1007/978-981-96-5400-0_29
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.titleInstagram’s role in driving outdoor tourismpor
dc.typeconference object
dspace.entity.typePublication
oaire.awardNumberUIDB/04752/2020
oaire.awardTitleApplied Management Research Unit
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04752%2F2020/PT
oaire.citation.conferenceDate2024
oaire.citation.endPage352
oaire.citation.startPage341
oaire.citation.titleInternational Conference on Tourism, Technology and Systems, ICOTTS 2024
oaire.citation.volume442
oaire.fundingStream6817 - DCRRNI ID
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameFerreira
person.familyNameCardim
person.familyNameScalabrini
person.familyNameVaz
person.familyNameFernandes
person.givenNameJessica
person.givenNameSofia
person.givenNameElaine C.B.
person.givenNameRoberto
person.givenNamePaula Odete
person.identifierhttps://scholar.google.com/citations?user=uwiO_FgAAAAJ&hl=pt-PT
person.identifierN-3804-2013
person.identifier.ciencia-id7A15-9500-44E4
person.identifier.ciencia-id671A-C409-26B3
person.identifier.ciencia-idC215-238E-B5E1
person.identifier.ciencia-idE318-EEFD-E45E
person.identifier.ciencia-id991D-9D1E-D67D
person.identifier.gsidPnVAOAMAAAAJ&hl
person.identifier.orcid0000-0002-4141-6702
person.identifier.orcid0000-0002-7506-5111
person.identifier.orcid0000-0001-7164-2471
person.identifier.orcid0000-0003-0315-5748
person.identifier.orcid0000-0001-8714-4901
person.identifier.ridHPG-9403-2023
person.identifier.ridAFN-0042-2022
person.identifier.scopus-author-id57204795793
person.identifier.scopus-author-id57202945821
person.identifier.scopus-author-id57219651339
person.identifier.scopus-author-id57220402899
person.identifier.scopus-author-id35200741800
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
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