ABSTRACT

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 Netherlands. In addition, an automated content analysis is conducted using the software LIWC2015 to examine linguistic differences between collectivist and individualist destinations’ posts. Findings show that cultural tourism promotion on Instagram differs across cultures, highlighting the importance of adapting online content when addressing culturally distant markets.

摘要

在社交媒体上促进文化旅游的研究缺乏跨文化研究。利用集体主义-个人主义，权力距离以及高语境与低语境沟通的维度，我们满足于分析促进文化旅游的Instagram帖子中的文化价值差异-由智利，葡萄牙，美国和荷兰的国家旅游组织出版。此外，使用软件LIWC2015进行了自动内容分析，以检查集体主义和个人主义目的地的职位之间的语言差异。调查结果表明，Instagram上的文化旅游宣传因文化而异，突显了在应对文化遥远的市场时适应在线内容的重要性。