Wikipedia visibility and instagram hashtag intensity in urban tourism: an AI-based multilingual analysis of tourist attractions in Seville

Abstract Information and communication technologies have transformed the ways in which tourists access, interpret and share information about urban destinations. This study examines the relationship between multilingual Wikipedia visibility and Instagram hashtag intensity across tourist attractions in Seville. To do so, it develops and validates an AI-based indicator of attraction prominence derived from twelve Wikipedia language editions and combines linear mixed-effects modelling, Random Forest regression and cluster-specific analyses. The results show that Wikipedia-derived visibility indicators are significantly associated with Instagram hashtag intensity, particularly among language groups that are geographically and culturally more distant from Spain. The findings suggest that Wikipedia operates as a multilingual knowledge infrastructure within the broader digital information ecosystem of urban tourism. The study contributes methodologically by demonstrating how large language models can be used to extract comparable indicators from multilingual textual sources, provided that validation procedures are applied. The findings also highlight the importance of linguistic and cultural heterogeneity when analysing tourism-related digital traces.