The results also show the importance of the specific moment of the event both in the DI and in the engagement of the posts.

The results show that the photographs related to SSSEs reproduce destination attributes of the region and, consequently, are a source of DI creation. For this purpose, the content of 1315 photographs posted by SSSE participants and organisers on Instagram was analysed. This study aims to explore whether the participants and organisers of small-scale sport events (SSSEs) can contribute to the creation of destination image through the content they post on Instagram. With regard to destination image (DI), the penetration and popularity of social media such as Instagram has opened new avenues for place promotion and has turned the users of these platforms into active agents in the promotion of DI. One of the most used strategies has been sporting events, which can help to position the regions and improve their image. Over the last few decades, various regions have taken advantage of sport as a tool for place branding.

Fifa 13 free