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Sustainable Tourism Insights Through Instagram: An Artificial Intelligence Approach

Author

Listed:
  • Sofía Blanco-Moreno

    (Universidad de León)

  • Ana M. González-Fernández

    (Universidad de León)

  • Pablo Antonio Muñoz Gallego

    (Universidad de Salamanca)

Abstract

This study examines how the analysis of tourist photographs on Instagram, using web scraping and artificial intelligence techniques, can enhance sustainable tourism management. By analyzing nearly 150,000 posts from a specific destination, the research identifies key patterns in social media engagement (SME) related to the number of people in the photos, and the type of photos. The findings reveal that photos featuring more individuals garner higher SME, enabling destination managers to better predict tourist preferences and manage visitor flows to prevent overcrowding. The study also differentiates between the effects of selfies and panoramic photos on SME, suggesting that while selfies generate more comments, panoramic photos may have stronger visual appeal. These insights are essential for developing targeted marketing campaigns that mitigate overcrowding and support sustainable tourism practices. This research makes a significant contribution to the fields of tourism marketing and sustainable development.

Suggested Citation

  • Sofía Blanco-Moreno & Ana M. González-Fernández & Pablo Antonio Muñoz Gallego, 2025. "Sustainable Tourism Insights Through Instagram: An Artificial Intelligence Approach," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science,, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-031-92409-5_10
    DOI: 10.1007/978-3-031-92409-5_10
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