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#ILoveLondon: An exploration of the declaration of love towards a destination on Instagram

Author

Listed:
  • R. Filieri

    (Audencia Business School)

  • D. Yen
  • Q. Yu

Abstract

Travellers increasingly use a combination of photographs, texts and hashtags to expressing their attitude towards tourism destinations (TDs). Existing destination branding literature has not yet investigated how consumers express their love towards TDs on social media. This study addresses this knowledge gap and explores how destination brand love (DBL) is expressed on Instagram using a mixed-methods approach. Study one consists of a qualitative visual content analysis of 700 user-generated photographs; while study two adopts text analytics with a sample of 48,783 posts. The findings show Instagram users' declaration of DBL is expressed through photographs of some destination attributes (natural & architectural, people, public transportation, food, weather), accompanied by specific positive emotions (amazement, attractiveness, pleasure, preference, enchantment, nostalgia, belongingness, intimacy). The findings also illustrate how Instagram users express their love by providing emotional support when the destination goes through a crisis and that different stakeholders co-create the emotional capital of TDs.

Suggested Citation

  • R. Filieri & D. Yen & Q. Yu, 2021. "#ILoveLondon: An exploration of the declaration of love towards a destination on Instagram," Post-Print hal-04779111, HAL.
    • Handle: RePEc:hal:journl:hal-04779111
    DOI: 10.1016/j.tourman.2021.104291
    Note: View the original document on HAL open archive server: https://hal.science/hal-04779111v1
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    References listed on IDEAS

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    Cited by:

    1. R. Filieri & S. Alguezaui & F. Galati & E. Raguseo, 2023. "Customer experience with standard and premium Peer-To-Peer offerings: a mixed-method combining text analytics and qualitative analysis," Post-Print hal-04474167, HAL.
    2. Jing Luan & Raffaele Filieri & Jie Xiao & Yue Sun, 2023. "Consumer–brand relationships and social distance: A construal level theory perspective," Post-Print hal-04779128, HAL.
    3. G. Onofrei & R. Filieri & L. Kennedy, 2022. "Social media interactions, purchase intention, and behavioural engagement on social networking platforms: The mediating role of source and content factors," Post-Print hal-04779119, HAL.
    4. Ruth Areli García-León & Thorsten Teichert, 2024. "Food and social media: a research stream analysis," Management Review Quarterly, Springer, vol. 74(2), pages 1145-1183, June.

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