Beyond User Gaze: How Instagram Creates Tourism Destination Brand?

This paper focused on how Instagram become a popular media to promote tourism site in Indonesia. Bali and Malang are the most well-known tourism destination in Indonesia, but now, conventional tourism promotion is not enough for promoting both of them. We found that everyone tried to promote their city with their own way. Therefore, we think Instagram provide a complete communication facilities, from tourism branding to user generated content photography. Using photo elicitation interview (PEI), we tried to describe the potential value of Instagram for promoting tourism site in Indonesia and describing how Instagram creating brand destination through photography side. (C) 2015 The Authors. Published by Elsevier Ltd.