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<p>The pervasive rise of social media has placed visual content, especially photographs, at the forefront of digital marketing in tourism. As marketers strategically leverage emotionally resonant content on these platforms, this research explores the relationship between hedonic and utilitarian dimensions embedded in pictorial representations and their impact on user engagement in tourism. By utilising a machine-generated semantic differential, this study analyses 33,001 image-based posts from popular destinations on Instagram. The findings reveal that user engagement dynamics vary across themes, with multimodal excursions (e.g., modes of transportation) emphasising informativeness over fun and thrill, while art and sculpture benefit from the integration of functional cues. Adopting an interdisciplinary approach, this study examines how the emotional connotations of visual content shape potential tourists’ engagement. Overall, this paper underscores the importance of tailoring content strategies to specific thematic contexts and challenges the assumption of a universal appeal of certain pictorial elements.</p>

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Feeling travel photographs: hedonic and utilitarian labelling in machine-generated semantic differentials

  • 期刊论文

  • 发表日期：

    2026年4月29日

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  • Joanne Yu,
  • Denis Helic,
  • Astrid Dickinger,
  • Markus Strohmaier

摘要

The pervasive rise of social media has placed visual content, especially photographs, at the forefront of digital marketing in tourism. As marketers strategically leverage emotionally resonant content on these platforms, this research explores the relationship between hedonic and utilitarian dimensions embedded in pictorial representations and their impact on user engagement in tourism. By utilising a machine-generated semantic differential, this study analyses 33,001 image-based posts from popular destinations on Instagram. The findings reveal that user engagement dynamics vary across themes, with multimodal excursions (e.g., modes of transportation) emphasising informativeness over fun and thrill, while art and sculpture benefit from the integration of functional cues. Adopting an interdisciplinary approach, this study examines how the emotional connotations of visual content shape potential tourists’ engagement. Overall, this paper underscores the importance of tailoring content strategies to specific thematic contexts and challenges the assumption of a universal appeal of certain pictorial elements.