Exploring Visual Engagement in UNESCO Creative Cities: An Eye-Tracking Analysis of Social Media Images

Authors

DOI:

https://doi.org/10.18089/tms.20250206

Keywords:

Tourism Marketing, Instagram, Destination Management Organizations (DMOs), Eye-Tracking, UNESCO Creative Cities, Cultural Authenticity

Abstract

With Instagram's visual nature increasingly influencing tourist behaviour, understanding how user-generated content (UGC) shapes perceptions is vital, especially for cities within UNESCO’s Creative Cities Network (UCCN), which rely on their cultural and creative identities for differentiation. While previous studies acknowledge social media's role in destination branding, few explore how specific visual elements engage users. Addressing this gap, this study employs eye-tracking technology to examine how different types of Instagram images affect attention and perception. Focusing on ten Portuguese UCCN cities, 30 participants viewed selected images reflecting the creative domains. Results show that photos aligned with UCCN categories featuring vibrant colours, cultural landmarks, landscapes, and people elicited significantly higher visual attention. These elements enhanced engagement and shaped perceptions of authenticity. Findings highlight the strategic importance of visually compelling and culturally authentic UGC in tourism promotion. Destination Marketing Organisations (DMOs) should share content that genuinely reflects local experiences to boost credibility and emotional connection. This study advances the understanding of visual engagement in digital tourism and offers actionable insights for cities aiming to strengthen their identity through Instagram.

Author Biographies

  • Rúben Pinhal, GOVCOPP, ISCA – University of Aveiro, ISCET, Portugal

    Rúben Pinhal holds a PhD in Marketing and Strategy from the joint doctoral programme of the Universities of Aveiro, Minho, and Beira Interior, and is an Adjunct Guest Professor at the University of Aveiro (ISCA-UA) and ISCET. He is a member of the Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP) and collaborates with the Centre for Research in Business Sciences and Economics (CICEE), contributing to national and international projects in marketing and tourism. With a background in the ceramics and luxury furniture industries, he later worked in communication agencies, managing digital strategies across various sectors. His research interests include digital marketing, tourism marketing, and consumer behaviour. He also serves as a reviewer for several peer-reviewed journals and international conferences. 

  • Ana Estima, GOVCOPP, ISCA – University of Aveiro, Portugal

    Ana Estima holds a PhD in Marketing and Strategy and is an Assistant Professor at the Institute of Accounting and Administration of the University of Aveiro (ISCA-UA). She is a full member of the Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP) and actively participates in the scientific committees of several academic journals and conferences in the marketing field. She is currently Director of the Master’s Programme in Marketing at ISCA-UA. Her main research interests include consumer behaviour, marketing education, and marketing practice, focusing on the intersection between academic training and industry needs. Deeply committed to strengthening the relationship between higher education and the market, she actively promotes applied research, university–industry collaboration, and innovative pedagogical approaches that enhance students’ real-world readiness. 

  • Paulo Duarte, Research Centre for Business Sciences NECE-UBI, Portugal

    Paulo Duarte holds a PhD in Management and is an Associate Professor with habilitation at the Faculty of Human and Social Sciences, Universidade da Beira Interior. He also serves as a guest lecturer at Católica Porto Business School. Duarte is a member of the NECE-UBI (Research Centre for Business Sciences) scientific board and is the Vice-Coordinator for marketing. He has authored several scientific articles published in international books and journals related to marketing and tourism. Additionally, he is part of the editorial board for multiple scientific journals. His research interests include consumer behaviour and neuroscience at the intersection of psychology and marketing, particularly focusing on sustainable behavior, satisfaction, and branding within tourism, fashion, and digital markets, both offline and online. 

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01.07.2025

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Vol. 21 No. 2 (2025)

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Applied Cultural Studies: Research Papers

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Pinhal, R., Estima, A. ., & Duarte, P. (2025). Exploring Visual Engagement in UNESCO Creative Cities: An Eye-Tracking Analysis of Social Media Images. Tourism & Management Studies, 21(2), 83-95. https://doi.org/10.18089/tms.20250206

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