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

نویسندگان

چکیده

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

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ژورنال

عنوان ژورنال: Journal of Travel & Tourism Marketing

سال: 2021

ISSN: ['1540-7306', '1054-8408']

DOI: https://doi.org/10.1080/10548408.2021.1906382