Využitie instagramu ako nástroja na tvorbu obrazu regiónov cestovného ruchu

Using Instagram As a Tool for Regional Image Developement

Michal Noga

In: Geografické informácie (Geographical Information), Ročník (Volume) 24, Číslo (Issue) 2, 2020, p. 233-244, ISSN 1337-9453

DOI: 10.17846/GI.2020.24.2.233-244

Abstract

Taking advantage of the benefits of social media in the tourism industry is a common practice nowadays. Instagram possesses a strong set of attributes to aid in building a positive regional image. This article seeks to answer how is this opportunity approached in Slovakia. The object of the study are official Instagram accounts of 37 Slovak regional DMOs. The article presents a theoretical background to the topic of visual image building on Instagram. Furthermore, a pilot study of the DMO´s activity on Instagram has been conducted. The goal of the study is to determine the amount of activity of regional DMO´s in Slovakia on Instagram. The main indicators are the amount of uploaded posts and the number of followers. The study recognized an unfulfilled potential of Instagram usage among the DMO accounts.

Keywords: regional marketing, tourism, visual image, social media, Instagram

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