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Cited by 7Digital Marketing and Social MediaDiverse Aspects of Tourism ResearchMarketing and Advertising Strategies

The DOI matches its Crossref record, with a small difference in title or year.

Determinants of an effective Instagram post for the hospitality industry

Roozen, Irene·2025·Journal of Vacation Marketing
DOI 10.1177/13567667231214632
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Abstract

The aim of this study is to examine how important the respective roles of influencers, visual and textual post characteristics, and destination-unique selling point (USP) references are in Instagram marketing. We analyzed these factors’ relative effectiveness using a real-life case study in the hospitality industry. The findings – based on an externally valid dataset ( N = 457 Instagram posts) – indicated that influencers are a key asset for the hospitality business. Moreover, we find that visual and textual content characteristics and USP references also significantly influence the effectiveness of an Instagram post (i.e., the length of the text, a photo of a swimming pool, and an illustration of a couple). Therefore, this study suggests that the hospitality industry should focus on influencers and other factors such as textual and visual post characteristics and destination-unique selling points in its communication strategy on Instagram. These findings can aid the hospitality industry in calibrating and optimizing their advertising on Instagram, which may lead to a stronger external market position and higher revenues.

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Research works printed but not linked: 38

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Metadata

Authors
Roozen, I.
Affiliations
KU Leuven (BE)
Corresponding author
Roozen, Irene
ORCID
Roozen, Irene
Venue
Journal of Vacation Marketing
Publisher
SAGE Publications
Published
2023-11-15
Volume
31
Issue
2
Pages
519-531
ISSN
  • 1356-7667 (ISSN-L)
  • 1479-1870
DOI
10.1177/13567667231214632
OpenAlex
W4388732439
Cited by
2
References
0
Citations by year
2026: 1 · 2025: 1
FWCI
0.86
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal Of Vacation Marketing (publishedVersion)
  • Lirias (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Diverse Aspects of Tourism Research
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
Instagram marketing, influencer marketing, hospitality industry, tourism promotion, unique selling proposition

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