Instagram as a Tool for Destination Branding – Case Study on the Major Cities of Romania



Instagram is among the most popular social network sites with more than 800 million active users worldwide (Statista 2017) and it is one of the fastest growing social platforms in Romania as well. According to recent studies the photo-sharing app plays a vital role in choosing our next destination; thus, it provides a valuable tool for destinations to reach their audience and communicate through visually appealing content. This paper examines how Romanian cities use this platform for destination branding. Out of the 21 cities, considered as relevant destinations, this article presents a comparative analysis for three major cities.

Keywords: Destination branding; Social media; Visual culture; M-tourism, Instagram

DOI: 10.24193/jmr.31.3