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Instagramming nature-based tourism experiences: a netnographic study of online photography and value creation
Dalarna University, School of Technology and Business Studies, Tourism Studies. European Tourism Research Institute (ETOUR), Mid Sweden University. (CeTLeR)ORCID iD: 0000-0003-1763-140x
European Tourism Research Institute (ETOUR), Mid Sweden University.ORCID iD: 0000-0002-6610-9303
2020 (English)In: Tourism Management Perspectives, ISSN 2211-9736, E-ISSN 2211-9744, Vol. 34, article id 100650Article in journal (Refereed) Published
Abstract [en]

The purpose of this research is to explore the role of online photography in creating experience value in nature-based tourism, and what types of experience value are conveyed through photography-based user-generated content. The paper draws from existing literature in defining tourism experience value as a subjective, inter-subjective and inter-contextual construct, performed by situated valuation practices. Consequently, the paper presents interpretive and participatory netnography as an effective method to investigate experience value, and identifies online photography on Instagram as both a valuing practice and a valuing place. Results show the capability of online photography-based UGC to create multidimensional values from strategic combinations of textual and visual content. Simultaneously, new dimensions of experience value are introduced, which exist beyond single tourism experiential encounters, but critically contribute to an iterative experience valuation. Finally, Instagram posts introduce valuation timelines that can elude linear models of pre/in-situ/post-experience valuation, and assume subjective and fluid connotations.

Place, publisher, year, edition, pages
Elsevier, 2020. Vol. 34, article id 100650
Keywords [en]
Netnography, Instagram, Nature-based tourism, National park, Experience value, Value co-creation, Online photography, Social media
National Category
Human Aspects of ICT
Research subject
Complex Systems – Microdata Analysis, INGO Skog (Innovation för grön omställning i skogen)
Identifiers
URN: urn:nbn:se:du-32191DOI: 10.1016/j.tmp.2020.100650Scopus ID: 2-s2.0-85080134161OAI: oai:DiVA.org:du-32191DiVA, id: diva2:1412195
Funder
Interreg Sweden-Norway, 20201307Available from: 2020-03-05 Created: 2020-03-05 Last updated: 2020-03-19Bibliographically approved

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Conti, Eugenio

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Citation style
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