Project Description

Client Instructions: Original Research Article

Title:
The Influence of Instagram User-Generated Content on Tourism Site Branding

Task Type:
Original Research Article

Word Count:
1000 – 1500 words

Deadline:
12th July 2025

Task Description:

Write an original research-style article examining how user-generated content (UGC) on Instagram influences the branding and image of tourism sites. The study should explore the relationship between Instagram posts by users (photos, videos, reviews, hashtags, etc.) and public perception or recognition of tourist destinations.

Present this as a quantitative or mixed-methods study, using hypothetical or simulated data if real research is not possible. Follow standard academic structure and conventions.

Structure Guidelines (IMRaD Format):

1. Abstract

   • 150–250 words

   • Briefly summarize the research background, aim, method, key findings, and conclusion.

2. Introduction

   • Introduce the concept of tourism branding and the role of digital/social media.

   • Define user-generated content (UGC) and its presence on Instagram.

   • State the research question/objective and the hypothesis.

3. Methodology

   • Describe how data was collected (e.g., content analysis of Instagram posts, surveys of tourists or marketers).

   • Detail sampling method, tools used (e.g., hashtag tracking, sentiment analysis), and analytical approach.

4. Results

   • Present findings using visuals (tables, figures, charts) or describe notable patterns (e.g., most-used hashtags, follower engagement, brand recognition).

   • Simulate data if needed.

5. Discussion

   • Interpret the results and connect them to existing literature.

   • Explore how Instagram UGC contributes to a tourism site's visibility and brand perception.

   • Discuss limitations and suggest areas for future research.

6. Conclusion

   • Summarize the core findings and their implications for tourism marketing and digital branding.

7. References

   • Use APA 7th edition referencing style.

   • Include at least 5 credible academic sources (peer-reviewed articles, tourism marketing studies, digital branding research, etc.).