Tourism is a subject of broad and interdisciplinary interest, engaging stakeholders across the public, private, and academic sectors. The strategies adopted by cities, regions, and states have often been conceptualised as analogous to business strategies; however, as research in place branding and destination marketing has evolved, it has become evident that these approaches are not uniformly transferable. In particular, the growing importance of digital communication has reshaped how destinations construct and promote their identity (Bonakdar and Audirac, 2019; Dastgerdi and De Luca, 2019). In the digital era, social media platforms have transformed traditional one-way communication into a more interactive, participatory, and collaborative process, enabling dialogue among public authorities, local businesses, residents, and visitors (Steinmetz et al., 2020; Thadani et al., 2020). This shift has redefined tourism promotion as a co-creative process rather than a purely top-down strategic activity.
Against this background, this study examines the digital promotion strategies of four mid-sized European cities—Thessaloniki, Bergamo, Valencia, and Bristol—which were selected based on comparable population size, tourism profiles, and active use of official social media platforms. The research focuses on audiovisual content disseminated through the verified Facebook, TikTok and Instagram accounts of these cities. The dataset comprises 272 posts (including videos) published between 1 May and 31 August 2024, a period corresponding to peak summer tourism campaigns. The dataset includes post captions, hashtags, visual content, and associated engagement metrics (likes, comments, shares, and video views), providing a comprehensive basis for analysing both content strategy and audience response.
Methodologically, the study adopts a mixed-methods approach combining qualitative and quantitative techniques. First, a structured content analysis is conducted, in which posts are systematically coded into thematic categories derived from the literature on destination branding and digital tourism marketing. These categories include cultural heritage, gastronomy, events and festivals, urban lifestyle, and natural or coastal attractions. Coding reliability is ensured through iterative refinement of categories and cross-validation. Second, quantitative analysis is applied to engagement metrics in order to assess the effectiveness of different content types. Descriptive statistics are used to identify dominant themes and posting patterns, while comparative analysis highlights similarities and divergences among the four cities.
The findings reveal several significant patterns. Cultural heritage emerges as the most prominent theme across all four cities, confirming its central role in destination branding. However, notable differences are observed in how this theme is communicated. Thessaloniki and Bergamo primarily emphasise historical narratives, monuments, and religious heritage, often presenting content in a more informational and documentary style. In contrast, Valencia and Bristol adopt a more experiential and lifestyle-oriented approach, integrating cultural heritage with contemporary urban experiences such as festivals, gastronomy, and everyday city life.
Furthermore, the results indicate that hybrid content—combining elements of cultural heritage with experiential or contemporary themes—generates higher engagement levels than posts focusing on a single dimension. Posts featuring festivals, local events, or culinary experiences embedded within heritage settings tend to receive more likes, comments, and shares, suggesting that audiences respond more positively to dynamic and relatable representations of place identity.
Overall, the study demonstrates that while cultural heritage remains a foundational element of city branding, its effective communication increasingly depends on its integration with contemporary and experiential narratives. The findings underscore the strategic value of social media as a tool not only for promotion but also for engagement and co-creation, enabling cities to present a more nuanced and multifaceted identity.
This research contributes to the existing literature by providing empirical evidence on how mid-sized European cities utilise social media platforms to balance tradition and modernity in their promotional strategies. It also offers practical insights for policymakers and destination marketing organisations, suggesting that more effective digital strategies should prioritise hybrid storytelling, increased use of video content, and greater alignment between cultural assets and lived urban experiences.
Keywords: social media, place branding, tourism, cultural heritage
References
Bonakdar, A. and Audirac, I. (2019), “City branding and the link to urban planning: theories, practices, and challenges”, Journal of Planning Literature, Vol. 35 No. 2, pp. 147-160, doi: 10.1177/0885412219878879
Dastgerdi, A.S. and De Luca, G. (2019), “Strengthening the city’s reputation in the age of cities: an insight in the city branding theory”, City, Territory and Architecture, Vol. 6 No. 1, doi: 10.1186/ s40410-019-0101-4.
Steinmetz, C., Rahmat, H., Marshall, N., Bishop, K., Thompson, S., Park, M., Corkery, L. and Tietz, C. (2020), “Liking, tweeting and posting: an analysis of community engagement through social media platforms”, Urban Policy and Research, pp. 1-21, doi: 10.1080/08111146.2020.1792283.
Thadani, D., Li, L. and Chan, F.K.S. (2020), “Online social media—a vehicle for city branding in China: the case of sponge city program (SCP)”, Environmental Science and Engineering, pp. 381-389, doi: 10.1007/978-981-15-9605-6_26.
