IDEAS home Printed from https://ideas.repec.org/a/rfa/smcjnl/v13y2025i3p157-169.html
   My bibliography  Save this article

Unleashing the Power of Persuasion: Analyzing Instagram Persuasive Strategies for Promoting Sustainable Tourism in Bahrain

Author

Listed:
  • Naglaa Elgammal

Abstract

This study aimed to reveal whether the Bahrain Ministry of Tourism's (MOT) Instagram account had paid particular attention to promoting sustainable tourism and determining the persuasive strategies that MOT depended on to promote tourism in Bahrain. The study employed qualitative and quantitative content analysis for 108 posts over a year (from February 1, 2023, to February 28, 2024). The study revealed a low level of engagement with followers. Furthermore, although there were many newspaper articles regarding Bahrain's interest in sustainable practices, the percentage of sustainable tourism posts on the analyzed MOT`s Instagram account was very low and came implicitly rather than explicitly. The results also showed that although many persuasive strategies have been incorporated into the MOT`s Instagram account to promote tourism, there is a need to develop this area. The study recommended integrating four main pillars for promoting tourism in Bahrain through the MOT`s official Instagram account. These pillars include raising the interactivity with the followers, unleashing the power of persuasion by incorporating more persuasive strategies based on the expectations of the target tourists, emphasizing sustainable tourism initiatives, and utilizing the latest technology in managing the MOT`s Instagram account.

Suggested Citation

  • Naglaa Elgammal, 2025. "Unleashing the Power of Persuasion: Analyzing Instagram Persuasive Strategies for Promoting Sustainable Tourism in Bahrain," Studies in Media and Communication, Redfame publishing, vol. 13(3), pages 157-169, September.
    • Handle: RePEc:rfa:smcjnl:v:13:y:2025:i:3:p:157-169
    as

    Download full text from publisher

    File URL: https://redfame.com/journal/index.php/smc/article/download/7695/6890
    Download Restriction: no
    File URL: https://redfame.com/journal/index.php/smc/article/view/7695
    Download Restriction: no
    ---><---

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfa:smcjnl:v:13:y:2025:i:3:p:157-169. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Redfame publishing (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.