A machine learning approach to cluster destination image on Instagram

Symbols are powerful in branding and marketing to represent tourist attractions. By bridging semiotics, marketing, and data science in the tourism context, this study uncovers the destination image based on Instagram photographs. This study constructed a novel methodological framework by evaluating different machine learning models to group textual information based on pictorial content. The results highlighted specific destination image clusters such as the wilderness and spirituality of alpine experiences. This information facilitates marketers' understanding of tourists’ preferences and movement. It also discloses blind spots that are less promoted by the marketers.