Instagram Channel Development Case Study Visit Espoo
Brezinova, Daniela (2021)
2021
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2021060814997
http://urn.fi/URN:NBN:fi:amk-2021060814997
Tiivistelmä
This project-based thesis is focusing on Instagram channel development for destination marketing organization Visit Espoo. The purpose of this thesis was to transform the @visitespoo Instagram account into a user-friendly platform with easily accessible information on destination Espoo. The main objectives were to improve the visual presentation of @vistiespoo and increase engagement with their followers.
The theoretical part presented general information on destination marketing and its application to the Instagram channel. That was followed by a deep understanding of Instagram usage, features, tools and strategies. Besides that, theoretical background and latest strategies on content planning and content creation were included.
The empirical part analyzed the current situation of the @visitespoo Instagram account and defined key parts for development. Based on that, the development strategy was implemented for a length of 2 months and its steps were further explained. Lastly, measurable results of the project implementation were evaluated and recommendations for further development were presented.
All in all, the results of this thesis suggested determining destination niche tourism markets and focus marketing activities on them. Visual presentation and content planning should remain and the company ́s sustainable effort could be further implemented.
The theoretical part presented general information on destination marketing and its application to the Instagram channel. That was followed by a deep understanding of Instagram usage, features, tools and strategies. Besides that, theoretical background and latest strategies on content planning and content creation were included.
The empirical part analyzed the current situation of the @visitespoo Instagram account and defined key parts for development. Based on that, the development strategy was implemented for a length of 2 months and its steps were further explained. Lastly, measurable results of the project implementation were evaluated and recommendations for further development were presented.
All in all, the results of this thesis suggested determining destination niche tourism markets and focus marketing activities on them. Visual presentation and content planning should remain and the company ́s sustainable effort could be further implemented.