Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Over the last few decades, various regions have taken advantage of sport as a tool for place branding. One of the most used strategies has been sporting events, which can help to position the regions and improve their image. With regard to destination image (DI), the penetration and popularity of so...

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Autores principales:	Isaac Taberner, Albert Juncà
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	sports place branding destination image small-scale sport events Instagram sports tourism content analysis Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/b65106c22bad47d2b572a1a7b64464a2
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id	oai:doaj.org-article:b65106c22bad47d2b572a1a7b64464a2
record_format	dspace
spelling	oai:doaj.org-article:b65106c22bad47d2b572a1a7b64464a22021-11-11T19:49:23ZSmall-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram10.3390/su1321122552071-1050https://doaj.org/article/b65106c22bad47d2b572a1a7b64464a22021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/21/12255https://doaj.org/toc/2071-1050Over the last few decades, various regions have taken advantage of sport as a tool for place branding. One of the most used strategies has been sporting events, which can help to position the regions and improve their image. With regard to destination image (DI), the penetration and popularity of social media such as Instagram has opened new avenues for place promotion and has turned the users of these platforms into active agents in the promotion of DI. This study aims to explore whether the participants and organisers of small-scale sport events (SSSEs) can contribute to the creation of destination image through the content they post on Instagram. For this purpose, the content of 1315 photographs posted by SSSE participants and organisers on Instagram was analysed. The results show that the photographs related to SSSEs reproduce destination attributes of the region and, consequently, are a source of DI creation. The results also show the importance of the specific moment of the event both in the DI and in the engagement of the posts. This research provides valuable information on the management of Instagram in the context of SSSEs, on the importance of the characteristics of the starting and finishing lines and of the course of the event; and on the desirability of aligning the perspective of the organisers and participants to maximise the potential for the creation of DI through SSSEs.Isaac TabernerAlbert JuncàMDPI AGarticlesports place brandingdestination imagesmall-scale sport eventsInstagramsports tourismcontent analysisEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12255, p 12255 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	sports place branding destination image small-scale sport events Instagram sports tourism content analysis Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	sports place branding destination image small-scale sport events Instagram sports tourism content analysis Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Isaac Taberner Albert Juncà Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram
description	Over the last few decades, various regions have taken advantage of sport as a tool for place branding. One of the most used strategies has been sporting events, which can help to position the regions and improve their image. With regard to destination image (DI), the penetration and popularity of social media such as Instagram has opened new avenues for place promotion and has turned the users of these platforms into active agents in the promotion of DI. This study aims to explore whether the participants and organisers of small-scale sport events (SSSEs) can contribute to the creation of destination image through the content they post on Instagram. For this purpose, the content of 1315 photographs posted by SSSE participants and organisers on Instagram was analysed. The results show that the photographs related to SSSEs reproduce destination attributes of the region and, consequently, are a source of DI creation. The results also show the importance of the specific moment of the event both in the DI and in the engagement of the posts. This research provides valuable information on the management of Instagram in the context of SSSEs, on the importance of the characteristics of the starting and finishing lines and of the course of the event; and on the desirability of aligning the perspective of the organisers and participants to maximise the potential for the creation of DI through SSSEs.
format	article
author	Isaac Taberner Albert Juncà
author_facet	Isaac Taberner Albert Juncà
author_sort	Isaac Taberner
title	Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram
title_short	Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram
title_full	Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram
title_fullStr	Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram
title_full_unstemmed	Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram
title_sort	small-scale sport events as place branding platforms: a content analysis of osona’s projected destination image through event-related pictures on instagram
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/b65106c22bad47d2b572a1a7b64464a2
work_keys_str_mv	AT isaactaberner smallscalesporteventsasplacebrandingplatformsacontentanalysisofosonasprojecteddestinationimagethrougheventrelatedpicturesoninstagram AT albertjunca smallscalesporteventsasplacebrandingplatformsacontentanalysisofosonasprojecteddestinationimagethrougheventrelatedpicturesoninstagram
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Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

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