Analyzing cultural tourism promotion on Instagram: a cross-cultural perspective

被引：34

作者：

Mele, Emanuele ^{[1
]}

Kerkhof, Peter ^{[2
]}

Cantoni, Lorenzo ^{[1
]}

机构：

[1] Univ Svizzera Italiana USI, Fac Commun Culture & Soc, Lugano, Switzerland

[2] Vrije Univ Amsterdam, Fac Social Sci, Amsterdam, Netherlands

来源：

JOURNAL OF TRAVEL & TOURISM MARKETING | 2021年 / 38卷 / 03期

基金：

瑞士国家科学基金会;

关键词：

Cultural tourism; cultural values; tourism communication I; Instagram; LIWC2015; SOCIAL MEDIA; HERITAGE TOURISM; WEBSITE DESIGN; MARKETING TOOL; DMO; COMMUNICATION; PERCEPTIONS; MOTIVATIONS; CELEBRITY; IMAGE;

D O I：

10.1080/10548408.2021.1906382

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

A lack of cross-cultural research has been identified regarding cultural tourism promotion on social media. Using the dimensions of Collectivism-Individualism, Power Distance, and High-Context vs. Low-Context communication, we content analyze cultural value differences in Instagram posts promoting cultural tourism - published by the national tourism organizations of Chile, Portugal, USA, and Netherlands. In addition, an automated content analysis is conducted using the software LIWC2015 to examine linguistic differences between collectivist and individualist destinations' posts. Findings show that cultural tourism promotion on Instagram differs across cultures, highlighting the importance of adapting online content when addressing culturally distant markets.

引用

页码：326 / 340

页数：15

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