Human Value Manifest in Instagram: A Visual Content Analysis of DMO Photography

Taufiqqurrachman .


The relationship of social media and tourism marketing through image projection by which visual content is produced was well documented. However, minimal research was reported on the human values promoted through the usage of social media in the context of marketing tourism by various elements of Destination Management Organization (DMO), such as government, tourism industry, and official marketing agency. Since visual content was widely used to attract visitors, this paper aims to highlight and discuss the prominent human values within photographs posted on Instagram of the three categories of DMO. Visual content analysis was applied to measure those values promoted through the collected photograph. Findings of this study shown values classified into self-transcendence and conservation categories are more prominent than those of self-enhancement and openness within Instagram of all marketer categories. Both theoretical and managerial implications of this study to tourism study were discussed.

Keywords: Instagram, Human Value, Photography, Tourism Marketing

DOI: 10.7176/NMMC/80-06

Publication date:May 31st 2019

Full Text: PDF
Download the IISTE publication guideline!

To list your conference here. Please contact the administrator of this platform.

Paper submission email:

ISSN (Paper)2224-3267 ISSN (Online)2224-3275

Please add our address "" into your email contact list.

This journal follows ISO 9001 management standard and licensed under a Creative Commons Attribution 3.0 License.

Copyright ©