Exploring Instagram Strategies: A Comparative Analysis of DMO in central region of Portugal
Instagram has become one of the principal social media platforms with substantial influence in contemporary society. This study sheds light on the divergent approaches adopted by two DMOs tasked with promoting the central region of Portugal. This approach encompasses several facets, including the ty...
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| Format: | Article |
| Language: | English |
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Instituto Universitario de Investigaciones Turísticas
2025-01-01
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| Series: | Investigaciones Turísticas |
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| Online Access: | https://investigacionesturisticas.ua.es/article/view/26423 |
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| author | Vítor Sá Lígia Azevedo José Antonio Fraiz Brea |
| author_facet | Vítor Sá Lígia Azevedo José Antonio Fraiz Brea |
| author_sort | Vítor Sá |
| collection | DOAJ |
| description | Instagram has become one of the principal social media platforms with substantial influence in contemporary society. This study sheds light on the divergent approaches adopted by two DMOs tasked with promoting the central region of Portugal. This approach encompasses several facets, including the types of images shared, the frequency of publication, and the implementation of hashtags. All the images shared by the two accounts in 2022 were systematically collected and subjected to exhaustive analysis based on predetermined parameters. The research revealed different strategies for using Instagram, despite both DMOs promoting the same territory. While the ERTCP account, @centro_de_portugal, focuses mainly on the Nature & Landscape and Place categories, the ARPTCP account, @centerofportugal, emphasises Humanised Spaces and Architecture categories. The frequency of publication and the use of hashtags also varied, with the ERTCP account posting more frequently and using a wider range of hashtags. In terms of engagement metrics, the @centro_de_portugal maintains its prominent position. However, the pattern of follower interaction over the course of the year was similar for both accounts, with the first and last four months witnessing higher engagement. An analysis of the frequency of posts per day of the week also revealed different patterns. |
| format | Article |
| id | doaj-art-74617c59068e41bbb7978ecb3fd23cfa |
| institution | Kabale University |
| issn | 2174-5609 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Instituto Universitario de Investigaciones Turísticas |
| record_format | Article |
| series | Investigaciones Turísticas |
| spelling | doaj-art-74617c59068e41bbb7978ecb3fd23cfa2025-01-13T10:46:03ZengInstituto Universitario de Investigaciones TurísticasInvestigaciones Turísticas2174-56092025-01-012914216610.14198/INTURI.2642334630Exploring Instagram Strategies: A Comparative Analysis of DMO in central region of PortugalVítor Sá0https://orcid.org/0000-0002-9088-1096Lígia Azevedo1https://orcid.org/0009-0001-6565-0720José Antonio Fraiz Brea2https://orcid.org/0000-0002-3190-6492ISLA GaiaUniversidade de VigoUniversidade de VigoInstagram has become one of the principal social media platforms with substantial influence in contemporary society. This study sheds light on the divergent approaches adopted by two DMOs tasked with promoting the central region of Portugal. This approach encompasses several facets, including the types of images shared, the frequency of publication, and the implementation of hashtags. All the images shared by the two accounts in 2022 were systematically collected and subjected to exhaustive analysis based on predetermined parameters. The research revealed different strategies for using Instagram, despite both DMOs promoting the same territory. While the ERTCP account, @centro_de_portugal, focuses mainly on the Nature & Landscape and Place categories, the ARPTCP account, @centerofportugal, emphasises Humanised Spaces and Architecture categories. The frequency of publication and the use of hashtags also varied, with the ERTCP account posting more frequently and using a wider range of hashtags. In terms of engagement metrics, the @centro_de_portugal maintains its prominent position. However, the pattern of follower interaction over the course of the year was similar for both accounts, with the first and last four months witnessing higher engagement. An analysis of the frequency of posts per day of the week also revealed different patterns.https://investigacionesturisticas.ua.es/article/view/26423instagramcentro region of portugaldmohashtag |
| spellingShingle | Vítor Sá Lígia Azevedo José Antonio Fraiz Brea Exploring Instagram Strategies: A Comparative Analysis of DMO in central region of Portugal Investigaciones Turísticas centro region of portugal dmo hashtag |
| title | Exploring Instagram Strategies: A Comparative Analysis of DMO in central region of Portugal |
| title_full | Exploring Instagram Strategies: A Comparative Analysis of DMO in central region of Portugal |
| title_fullStr | Exploring Instagram Strategies: A Comparative Analysis of DMO in central region of Portugal |
| title_full_unstemmed | Exploring Instagram Strategies: A Comparative Analysis of DMO in central region of Portugal |
| title_short | Exploring Instagram Strategies: A Comparative Analysis of DMO in central region of Portugal |
| title_sort | exploring instagram strategies a comparative analysis of dmo in central region of portugal |
| topic | instagram centro region of portugal dmo hashtag |
| url | https://investigacionesturisticas.ua.es/article/view/26423 |
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