In today's society, consumption is a central part of our everyday life, and the culture surrounding this is strongly prominent. One of many growing trends in consumption is travelling. Travellers today use their mobile devices to collect and share information throughout their travels, and social media has become an important source for finding travel information. One social media platform that has come to be one of the most popular, is Instagram. Instagram is an application where users can not only share but also gather more knowledge and get travel inspiration. One city that has received significant attention on Instagram is the French capital, Paris. The purpose of this study is to investigate how Paris is portrayed as a travel destination on Instagram, and the study will be conducted using a qualitative method. By analysing visual representations and themes in Instagram posts, the study aims to increase the understanding of how users on social media possibly contribute to shaping a destination image, and what the destination image looks like for the city of Paris. The results of our study show that Paris is presented as a multifaceted city on Instagram, where different visual elements and themes emerge. Through Instagram posts, Paris is portrayed as a beautiful and vibrant city with a lot of cultural heritage, architecture, iconic sights and romantic places. The most prominent visual elements in Instagram posts about Paris include architecture, fashion and people. Architecture and tourist attractions are the most common visual elements and usually with the Eiffel Tower as the main focus. Other iconic sights such as the Louvre, Sacré-Cœur, Notre-Dame and Arc de Triomphe are also common motifs. In conclusion, this study offers an understanding on how users shape and share their experiences of Paris on social media, and the authors gain valuable insights into the evolving dynamics of destination branding in the digital era.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-129942 |
| Date | January 2024 |
| Creators | Hagdahl, Ebba, Karlsson, Lisa |
| Publisher | Linnéuniversitetet, Institutionen för medier och journalistik (MJ) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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