The Instagrammable Hotel: A Sequential Explanatory Design Study of Hotel- and User-Generated Content
Year: 2024
Type: article
Abstract: This paper examines Instagram's increasing influence on the hotel industry, an area that remains under-researched from both consumer and hotel perspectives. Through an explanatory sequential design, combining a quantitative analysis of 1,031 posts with qualitative interviews from hotel professionals, the research uncovers the types of content that resonate most with users and how hoteliers strategically leverage Instagram. The findings reveal which content formats, hotel attributes, and post characteristics capture audience attention. Additionally, the study offers unique insights into Instagram’s distinct role compared to other social media platforms in the hotel industry. As the first study to define what makes a hotel "instagrammable" from both consumer and industry viewpoints, it provides valuable insights into how hotels can strategically harness Instagram to attract and engage their audience.
Source: Tourism and Hospitality
Institutions: Business Academy SouthWest, University of Southern Denmark
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,364
OpenAlex ID: W4405234463