Download PDFOpen PDF in browserA Pictorial Analysis on Florence Official InstagramEasyChair Preprint 142816 pages•Date: August 25, 2019AbstractThe destination image is realized as one of the underlying factors in destination management. This study aimed to explore the projected image of Florence as a tourism destination in Europe. The projected image was obtained through an analysis of the images of the official Instagram page of the metropolitan city of Florence (@visit_florence). The research used a sample of 1000 photos. Visual content analysis was adopted through photography and text data. The results showed that 679 photos (68%) of all 1,000 photos were associated with three destinations in Florence. Keyphrases: Destination image (DI), Florence, Instagram, Pictorial Analysis, destination image, projected image
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