Visualizing Tijuana and the Role of DMOs: A Content Analysis of Social Media Photography in Destination Marketing

This study conducts a comprehensive analysis of the visual strategies employed by Tijuana's Destination Management Organizations on Facebook to determine whether their content effectively portrays Tijuana as a multifaceted tourist destination. A content analysis of 3,787 images from 2019 to 2021 was performed, categorizing visual representations in sectors such as health, business, craft beer, and gastronomy tourism. Chi-square statistical tests evaluated correlations between content types and the platforms used. The findings reveal a predominant focus on gastronomy, reinforcing Tijuana's emerging reputation in culinary tourism, while health and business tourism sectors are significantly underrepresented. A statistically significant correlation between content type and platform indicates promotional inconsistencies, suggesting a need for strategic enhancements to foster a more balanced and comprehensive destination image.