Projected and User-Generated Destination Images: A Case Study of Instagram Posts in Poble Nou de Benitatxell

Abstract

When promoting a tourist destination, it is important to understand tourists’ perceptions and images of the destination to implement an efficient marketing strategy. Furthermore, tourists cocreate and generate content when traveling and using social media. Therefore, this study aims to analyze in depth the images projected by tourism professionals and those published by users and tourists. In this case study of the Benitatxell municipality in Spain, images published by the official Benitatxell tourism account on Instagram are analyzed and compared with photographs posted by users. The results revealed differences in several categories, mainly people, sea, mountain, and gastronomy. In doing so, the importance of the type of published content of tourism destinations and tourists is shown.