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Vol. 25 No. 111 (2021)
Prospective communication in the knowledge society

Varia

Instagram as a destination marketing tool: functionalities and utilities

https://doi.org/10.26807/rp.v25i111.1786

Published 2021-09-27

  • Tamara Doval-Fernández
    • ,
  • Eva Sánchez-Amboage

Tamara Doval-Fernández
Universidade da Coruña

Eva Sánchez-Amboage
Universidade da Coruña

Abstract

The development of Information and Communication Technologies has caused important changes in the tourism industry. The appearance of Web 2.0 and especially social networks have changed the tourist behavior and, therefore, companies and managers of tourist destinations must devote resources to know these platforms and use them as allies in promoting tourist destinations. Specifically, Instagram, which stands out for its fast growth and its adaptability through the use of visual content, is an ideal tool for promoting tourist destinations.

Based on the above, this research work presents the following objective: to analyze the use of Instagram as a tourism promotion tool. To obtain this information, content analysis is used as a research method.

Los resultados nos muestran como las funcionalidades y utilidades de Instagram tales como tipos de posts, hashtags, geotags, reels, stories, etc. ofrecen grandes beneficios para la promoción de los destinos turísticos.

The results show us how the functionalities and utilities of Instagram such as types of publications, hashtags, geotags, reels, stories, etc. offer great benefits for promoting tourist destinations.

Keywords

tourism marketing, tourism promotion, social media, Instagram, tourism

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Author Biography

Tamara Doval-Fernández

Graduada en Fisioterapia por la Universidade da Coruña. Titulada en el Máster en Planificación y Gestión de Destinos y Productos Turísticos. Agente de reservas y community manager en Albarari. Community manager en Galicia Cantidade.

Eva Sánchez-Amboage

Doctora en Dirección y Planificación del Turismo por la Universidade da Coruña. Es profesora del Área de Comercialización e Investigación de Mercados en la Universidade da Coruña, donde imparte docencia en la Facultad de Economía y Empresa, en la Facultad de Comunicación Audiovisual, así como en el Máster de Dirección y Planificación Turística. Sus líneas de investigación están vinculadas, principalmente, a la gestión de la identidad, imagen, comunicación y reputación de la marca de los destinos turísticos a través de los medios sociales.

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