Analysis of photographs and videos of Instagram for the creation of a popularity ranking of territories and destinations

Abstract

Instagram allows users to share photos and videos and is a key tool to create destination image. Nowadays destinations compete among them to have a good image and a better position among publics. Therefore, the objectives of this study are to analyze the georeferenced publications of photographs and videos of users in destinations, the reactions they have generated among them and to create an Impact Factor that generates a popularity ranking of the destinations on Instagram. The study shows the contribution of the created Impact Factor in Instagram to measure the popularity of the destinations with respect to previous rankings and their usefulness for the Destination Marketing Organizations.