Instagram as a value co-creation tool for the image of tourist destination. Analysis of the case of Spain during Covid-19: the Balearic and the Canary islands

Abstract

The main aim of this paper is to see, whether a theoretical model on tourism image management applied through the social media platform Instagram, can analyze image affected by Covid-19 pandemic. This paper presents research of the cases of the Balearic and Canary Islands. The methodology is based on content analysis that studies use of hashtags and visual materials. Results confirm that it is crucial to follow up Instagram on the current situation, as it gives credibility in terms of a “safe destination”.