Thematic analysis of destination images for social media engagement marketing

The results indicated that photographs on social media of three tourism destinations can be explored based on 11 categories of image themes

Seobgyu Song; Seunghyun “Brian” Park; Kwangsoo Park

2020

Scholarcy highlights

  • This study analyzed 8,900 posts that were published by official tourism destination marketers for each destination
  • This study assessed the effect of photo themes to facilitate social media user engagement in Facebook brand pages and emphasized the important role of designing images for developing destination marketing strategies
  • Image thematic coding analysis and two-way ANOVA were applied to examine the significant differences across proposed determinants for the following engagements: the numbers of likes, comments and shares
  • The results indicated that photographs on social media of three tourism destinations can be explored based on 11 categories of image themes
  • The findings of this study provided theoretical evidence of the importance of image themes in the context of social media engagement marketing
  • Based on the implications of this study, practitioners would enhance the effectiveness of social media marketing

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