Hashtags emerged organically on the social microblog Twitter to categorize certain messages.
Therefore, it is essential for DMOs to identify brand values together with tourists and deliver a consistent emotional message across all channels (Schaar, 2013; Morgan et al., 2002).
Instagram introduced a new feature called (Murton, 2014).
This feature refers to images and videos that can be uploaded within someone’s Instagram account and disappear after 24 hours.
This results in a co‑creation with tourists, which makes the process even more complex for DMOs.
Additionally, social media is a popular source among tourists when searching for new inspirational destinations or information on a specific destination (Dickinger & Lalicic, 2015).