Tourist Photographs and Destination Imagery on Social Media: Reading the Stellenbosch Winelands Through a Tourist Lens

Abstract

Tourists tend to visit the same places as other tourists where they focus their activity and spending on recognized iconic landscapes. This study analyzed user-generated images of the Stellenbosch winelands found on two social media platforms, namely Flickr and Instagram, and compared the images with promotional material of the same area. The research covered image locations, user origins, as well as the content and genre of the photographic representations. The research methods were detailed cataloguing, mapping, and analyses of over 1,500 photographic images found on Flickr and Instagram. To gain an understanding of the destination imagery used by the Stellenbosch winelands marketing fraternity, interviews were conducted with relevant stakeholders to garner information about supply-side perceptions and marketing strategies. Results show that certain elements of the tourist experience are overlooked and a number of opportunities exist for destination marketers to create a more inclusive Stellenbosch winelands experience.