Quantitative Content Analysis of Instagram Tourism Videos Based on Framing, Diffusion of Innovations and Uses and Gratifications

Document Type : Original Article

Authors

1 Assistant Professor, Department of Human Geography, Faculty of Geography, University of Tehran, Tehran, Iran

2 PhD student, Tourism Department, Department of Human Geography, Faculty of Geography, University of Tehran.

Abstract

Context and Purpose: This research aimed to quantitatively and systematically analyze tourism videos published on Iranian Instagram and explore the relationship between their content and technical features and user engagement. It utilized an integrated theoretical framework of framing, diffusion of innovations, and uses and gratifications theory.
Design/methodology/approach: The research is a quantitative content analysis. 400 Instagram videos were selected using systematic sampling and analyzed with a coding form based on qualitative and quantitative indicators. Data were processed with SPSS, and Chi-square, ANOVA, and Pearson correlation tests were used to answer the research questions.
Finding: The results showed that informational framing had a significantly higher engagement rate than emotional/affective framing; the presence of a human face was associated with a decrease in the engagement rate; warm colors had a positive and significant effect on engagement; the number of hashtags showed a weak but significant relationship with likes and engagement rate; and video duration had no significant relationship with interactive metrics.
Conclusion: The success of tourism content requires a synergy between providing practical information, visual design (warm palettes), and intelligent use of dissemination mechanisms (targeted hashtagging). It is suggested that content creators focus on providing practical information and purposeful use of hashtags, and that future research uses mixed methods to explore user motivations and the role of the platform's algorithm.
Originality/value: This research is the first large-scale quantitative analysis of Persian tourism videos that, by integrating three complementary theories, tests the link between content design, dissemination mechanisms, and audience satisfaction within a single, unified model.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 2 - Serial Number 5
Autumn and Winter
September 2025
Pages 269-291

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