Tourism Influencers’ Photos: A Guideline for Creating Promotional Media

Abstract

This research examined the tourism imagery on social media posted by influencers to provide a guideline for creating promotional content in accordance with the travel needs and motives depicted in sample photographs. Qualitative and quantitative approaches were used to determine categories of content based on travel motivation studies and photography and to analyze photographs collected from Thai tourism influencers. The extracted data were organized to form a guideline. The first finding suggests that there are four dimensions in the content of travel photography: Escaping, or the desire to rest in a different environment; Seeking or Exploration, or the need to seek novelty; Intrapersonal, or the need for self-improvement; and Interpersonal, or the need for kinship or social interaction. The second finding is a guideline for creating tourism promotional media, derived from the data obtained from the analysis of sample photographs. According to the data, the most essential contents are those relating to Natural Aspects and Relaxation, followed by Leisure and Learning Activities. Content that falls outside of these categories is usually specific to the narrative or qualities of the destination and should be considered Content According to Storytelling.