Destination Image Construction and Marketing on Instagram：Hangzhou，China

Abstract

[eng] Destination image can affect tourists' travel decisions, and is the focus of destination management organizations. In recent years, with the rise of social media in daily life, social media has become an important way for destination management organizations to shape their own image. Instagram, an international social networking platform with huge traffic, has subsequently become an important frontier for destination image building. The significance of this project is to provide an example for destination manage organizations for exploring oversea market through Instagram, especially for those newly emerged destinations. The sample of this article is the official account of Hangzhou on Instagram: @hangzhou-china. Through the operation indicator data, it is concluded that Hangzhou focuses on shaping the image of humanities attracted by Instagram, and through user participation, it is concluded that Instagram users prefer the image of humanities and nature living in harmony. Finally, the two destination images are compared to propose improvements to Hangzhou's future operations on Instagram