Promotion of urban tourism: insights into user engagement on social media

Interactions between tourism and social networks are among the most notable phenomena of recent times, generating new approaches, in terms both analyses policies for promotion. Public authorities have been forced to become involved these realities, adapting their promotion channels tourists’ behaviour patterns carefully cultivating interactions with them. It is becoming ever more important create transmit an image capable stimulating high levels engagement. This article role one booming networks, Instagram, applied case Berlin, a leading tourist city. All posts generated over course year on German capital’s official Instagram account were encoded, characteristics those that interaction users form likes comments analysed. Our study reveals directly intended as advertising generate negative results, while there differences elements comments, respectively: general nature, specifically linked Berlin brand. These findings suggest conclusions efficient development strategies promote users.