Co-creation constrained

Exploring gazes of the destination on Instagram

Authored by: Cecilia Cassinger , Åsa Thelander

The Routledge Companion to Media and Tourism

Print publication date:  July  2020
Online publication date:  July  2020

Print ISBN: 9781138366282
eBook ISBN: 9780429430398
Adobe ISBN:


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This chapter provides insights into visual social media marketing and its implications for developing destination image. The contribution examines a campaign in which locals curate the official Instagram account of a mid-sized Swedish city. The concept of gaze is used as a theoretical lens through which to discuss how social rules and conventions discipline photographic practices on the platform. The study identifies three different gazes and analyses how they discipline the co-creation of destination image. It is concluded that involving locals in visual social media campaigns produce certain ways of seeing the destination that do not necessarily reinvigorate its image.

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