Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Over the last few decades, various regions have taken advantage of sport as a tool for place branding. One most used strategies has been sporting events, which can help to position and improve their image. With regard destination image (DI), penetration popularity social media such Instagram opened new avenues promotion turned users these platforms into active agents in DI. This study aims explore whether participants organisers small-scale events (SSSEs) contribute creation through content they post on Instagram. For this purpose, 1315 photographs posted by SSSE was analysed. The results show that related SSSEs reproduce attributes region and, consequently, are source DI creation. also importance specific moment event both engagement posts. research provides valuable information management context SSSEs, characteristics starting finishing lines course event; desirability aligning perspective maximise potential SSSEs.