Instagram: The social network with the highest interaction to promote Ecuadorian tourist destinations

Abstract

The importance of the tourism industry and the level of income that it generates constitutes one of the main reasons for conducting this study. Others include the importance of cities being marketed as tourist destinations through the good planning of their brand communication, taking advantage of new communication technologies, with messages that convey the identity of the locations, transferring value and emotion to the thousands of followersthat brands have in the impactful world of social networks. The objective of this study is to assess the reactions to brand communication spread through the social networks Facebook, Twitter and Instagram, of five Ecuadorian tourist cities. To measure the results, we used the PRGS model (Presence, Response, Generation and Suggestion). We also measured the level of engagement each city has in the aforementioned social networks using the Fanpage Karma and Twitomony tools. The results reveal that Instagram is the ideal social network for obtaining most responses and therefore it is the best for engaging with followers; and, that brands with more followers should improve their communication to obtain a greater volume of reactions.