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F.acT: What is the relevance of your work for Alpine tourism, and what is the central question?
Theresa Schwärzler: The image we have of a destination in our heads is largely created online these days - on Instagram, through photos shared by travelers, locals and other stakeholders. This user-generated content (UGC) often shapes our perception more than traditional advertising: a single image can arouse longing, create a sense of belonging or convey authenticity.
This is particularly important for Alpine tourism. Here, the appeal of a region is not based solely on what it has to offer, but on the feeling that people associate with the landscape, architecture and lifestyle. My work examines how such Instagram images shape the destination image of the Bregenzerwald region in Vorarlberg - from the perspective of potential tourists and locals. The focus is on the question of which visual motifs trigger cognitive, emotional and action-related reactions and how these perceptions differ between the groups. Those who understand which images arouse emotions and impulses for action can shape the visual identity of Alpine destinations in a more targeted, credible and sustainable way.
F.acT: What methodological approach did you use in your work?
Theresa Schwärzler: The "photo elicitation interviews" method was used to investigate the impact of Instagram images. A total of 20 semi-structured interviews were conducted with locals and potential visitors who were not yet personally familiar with the Bregenzerwald. The participants were shown a selection of user-generated Instagram photos from the region in order to capture their perceptions, emotions and intentions. The use of visual stimuli made it possible to capture the reactions in a particularly vivid and emotional way. The evaluation was carried out using qualitative content analysis and provided deeper insights into the cognitive, emotional and behavioral effects of visual content.
F.acT: What are the core results of your work and what significance do they have for tourist destinations and businesses?
Theresa Schwärzler: The results show that Instagram images contribute significantly to the perception of Alpine regions. Images that show people in the landscape, traditional cuisine or cultural customs have a particularly strong impact - they convey authenticity, closeness and a feeling of quality of life. Potential tourists react primarily cognitively: they evaluate images according to aesthetics, novelty and authenticity and develop clear intentions to visit. Locals show more affective reactions, associating emotions, pride and a sense of belonging with the images, but at the same time reflect critically on whether depictions are realistic and credible. Both groups particularly appreciate motifs that unite nature, culture and people in an undisguised moment.
The comparison of these perspectives illustrates how differently the same motifs are interpreted. While tourists are often guided by an idealized idea, locals pay more attention to authenticity and regional identity. For destinations, this means that those who understand these differences can design their visual communication in a more targeted way and use UGC as a credible resonance space to promote trust, belonging and sustainable guest relationships.
F.acT: What specific recommendations for action do you make in your Master's thesis?
Theresa Schwärzler:
- Promote authentic imagery: Destinations should show real, everyday moments and not over-staged glossy images. Authenticity creates trust and emotional closeness.
- Actively involve UGC: Content from guests and locals reflects how a region is actually experienced. This potential can be used for the destination image through conscious curation and appreciative sharing.
- Understanding different perceptions: The views of tourists and locals differ significantly - a reflective social media strategy should consider both perspectives in order to strengthen both external attractiveness and local identity.
- Visual balance between nature, people and culture: Images that combine landscape, cuisine and people have a particularly strong impact - they convey a sense of life, closeness and credibility.
Regular reflection on the digital image: Destinations should continuously analyze which emotions and messages are conveyed by images shared online and whether these correspond to the real values and experiences on site.