What question did this study set out to answer?

To examine emerging platform and camera technology shifts toward visual social media and evaluate their implications for tourism marketing strategies.

May 4, 2021TourismosOpen Access

The Visual Turn in Social Media Marketing

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To examine emerging platform and camera technology shifts toward visual social media and evaluate their implications for tourism marketing strategies.
Conceptual analysis of visual media platforms, including photo-sharing networks, livecasting services, and multimedia messaging applications.
Synthesis of tourist visual content creation behaviors and social media practices to identify marketing challenges and opportunities.
Identified a structural shift from text-centric to image- and video-driven communication platforms across consumer networks.
Characterized marketing challenges and promotional opportunities arising from user-generated visual narratives on platforms like Instagram and Snapchat.
Demonstrated the necessity for tourism marketers to adapt strategies to align with contemporary visual content creation and consumption patterns.

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Implication

Conceptual review highlights evolving visual social media practices in tourism marketing, suggesting new strategies to engage content-creating travelers.

Cite This Study

Ulrike Gretzel (2021) studied this question.

synapsesocial.com/papers/6a7653a5d7f18fdd73b1bc9d https://doi.org/10.26215/tourismos.v12i3.529

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Implication

Conceptual review highlights evolving visual social media practices in tourism marketing, suggesting new strategies to engage content-creating travelers.

The Visual Turn in Social Media Marketing

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Discussion

Implication

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The Visual Turn in Social Media Marketing

Key Points

Discussion

Implication

Cite This Study

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