Decoding destination image: insights from Instagram content by residents, tourists, and influencers

Purpose This study aims to examine how Instagram shapes the destination image, focusing on the contributions of residents, tourists and influencers and to provide empirical evidence on the distinct impacts of these actors and offer insights for effective destination marketing. Design/methodology/approach A quantitative approach was used, analysing approximately 142,000 Instagram posts using advanced data techniques (web scraping and deep learning) to assess visual and textual content. Statistical tests compared engagement metrics and content types between residents, tourists and influencers. Findings Significant differences were found in the content posted by residents and tourists. Residents’ posts received more likes, indicating stronger community engagement and featured more faces and happy emotions, suggesting a socially oriented and positive portrayal. Influencers’ posts garnered more likes and comments and included more people and positive emotions compared with non-influencers. These findings underscore the unique contributions of each group to the destination image on Instagram. Practical implications Destination management organisations should leverage residents’ authenticity and influencers’ reach to create an engaging destination image. Collaborating with influencers can enhance visibility, while residents’ content provides authenticity and depth. Originality/value This study contributes to tourism marketing and social media research by providing a detailed analysis of how different actors influence the destination image on Instagram. It uses artificial intelligence techniques to analyse large data sets, offering methodological innovations and nuanced insights.