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Measuring the success of tourism and events Queensland's "instameet" campaign

CAUTHE 2015: Rising Tides and Sea Changes: Adaptation and Innovation in Tourism and Hospitality

Abstract: This paper outlines the social analysis of the Tourism and Events Queensland's Instameet campaign from a quantitative perspective, outlining a number of the key metrics by which the campaign can be measured, placing it in the context of global 'Instameet' events, and measuring it's longer-term impact on the Tourism and Events Queensland social media presence. It contributes to understanding how social media data can be leveraged for informed decision-making in the tourism industry and more broadly.

In doing so, this paper develops a framework for examining Instagram based social media campaigns. While both the industry and academic focus of social media research has traditionally been on Twitter, in large part because of the number of tools providing easy access to its API, visual mediums such as Instagram are particularly significant for industries such as tourism. Through the methodologies outlined here, comparative studies of campaigns on Instagram become possible, informing both the academic study and day-to-day management of these campaigns.

To cite this article: Woodford, Darryl and Prowd, Katie. Measuring the success of tourism and events Queensland's "instameet" campaign [online]. In: Wilson, E (Editor); Witsel, M (Editor). CAUTHE 2015: Rising Tides and Sea Changes: Adaptation and Innovation in Tourism and Hospitality. Gold Coast, QLD: School of Business and Tourism, Southern Cross University, 2015: 775-780. Availability: <http://search.informit.com.au/documentSummary;dn=226599693886701;res=IELBUS> ISBN: 9780987050762. [cited 24 May 17].

Personal Author: Woodford, Darryl; Prowd, Katie; Source: In: Wilson, E (Editor); Witsel, M (Editor). CAUTHE 2015: Rising Tides and Sea Changes: Adaptation and Innovation in Tourism and Hospitality. Gold Coast, QLD: School of Business and Tourism, Southern Cross University, 2015: 775-780. DOI: Document Type: Conference Paper ISBN: 9780987050762 Subject: Tourism--Marketing; Social media; Special events; Instagram (Firm); User-generated content; Travel photography; Peer Reviewed: Yes

Database: Business Collection