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Analyzing cultural tourism promotion on Instagram : a cross-cultural perspective

Mele, Emanuele ; Kerkhof, Peter ; Cantoni, Lorenzo

In: Journal of travel & tourism marketing, 2021, vol. 38, no. 3, p. 326-340

A lack of cross-cultural research has been identified regarding cultural tourism promotion on social media. Using the dimensions of Collectivism-Individualism, Power Distance, and High-Context vs. Low-Context communication, we content analyze cultural value differences in Instagram posts promoting cultural tourism – published by the national tourism organizations of Chile, Portugal, USA, and...