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

E. Mele, P. Kerkhof, L. Cantoni

Research output: Contribution to JournalArticleAcademicpeer-review


© 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.A lack of cross-cultural research has been identified regarding cultural tourism promotion on social media. Using the dimensions of Collectivism-Individualism, Power Distance, and High-Context vs. Low-Context communication, we content analyze cultural value differences in Instagram posts promoting cultural tourism–published by the national tourism organizations of Chile, Portugal, USA, and Netherlands. In addition, an automated content analysis is conducted using the software LIWC2015 to examine linguistic differences between collectivist and individualist destinations’ posts. Findings show that cultural tourism promotion on Instagram differs across cultures, highlighting the importance of adapting online content when addressing culturally distant markets.
Original languageEnglish
Pages (from-to)326-340
JournalJournal of Travel and Tourism Marketing
Issue number3
Publication statusPublished - 2021


The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the Swiss National Science Foundation (Schweizerischer Nationalfonds zur Förderung der Wissenschaftlichen Forschung) under [grant number 184140]. The first author would like to acknowledge and thank the Department of Communication Science at Vrije Universiteit Amsterdam for hosting him and for the help received to elaborate this study.

FundersFunder number
Schweizerischer Nationalfonds zur Förderung der Wissenschaftlichen Forschung184140


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