Unveiling Destination Perceptions: A Machine Learning Study on Instagram Influencers’ Cognitive Images

Roman Egger () and Veronika Surkic
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Roman Egger: Salzburg University of Applied Sciences
Veronika Surkic: Salzburg University of Applied Sciences

A chapter in Information and Communication Technologies in Tourism 2024, 2024, pp 398-409 from Springer

Abstract: Abstract This study examines the cognitive image of Austria as a travel destination through Instagram content posted by travel influencers. The study also investigates how the account type, influencer type, and posting frequency affect user engagement. Machine learning techniques and statistical analysis are used to analyze the data. The study found that influencers contribute to Austria's destination image mainly through content about the Alps, Vienna, and cycling. The study provides insights into successful destination promotion on Instagram through influencer marketing. Micro-influencers who post regularly with relevant content are ideal for DMOs. Meso-influencers and verified accounts receive more likes for less popular themes, while micro-influencers are sufficient for more popular themes. It is also disadvantageous for meso-influencers to be perceived as commercial accounts and not to post as often as emerging influencers.

Keywords: influencers; influencer marketing; destination image; destination marketing; Instagram; machine learning (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-58839-6_41

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DOI: 10.1007/978-3-031-58839-6_41

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