Exploring Visual Engagement in UNESCO Creative Cities: An Eye-Tracking Analysis of Social Media Images

With Instagram's visual nature increasingly influencing tourist behaviour, understanding how user-generated content (UGC) shapes perceptions is vital, especially for cities within UNESCO’s Creative Cities Network (UCCN), which rely on their cultural and creative identities for differentiation. While previous studies acknowledge social media's role in destination branding, few explore how specific visual elements engage users. Addressing this gap, this study employs eye-tracking technology to examine how different types of Instagram images affect attention and perception. Focusing on ten Portuguese UCCN cities, 30 participants viewed selected images reflecting the creative domains. Results show that photos aligned with UCCN categories featuring vibrant colours, cultural landmarks, landscapes, and people elicited significantly higher visual attention. These elements enhanced engagement and shaped perceptions of authenticity. Findings highlight the strategic importance of visually compelling and culturally authentic UGC in tourism promotion. Destination Marketing Organisations (DMOs) should share content that genuinely reflects local experiences to boost credibility and emotional connection. This study advances the understanding of visual engagement in digital tourism and offers actionable insights for cities aiming to strengthen their identity through Instagram.