Functioning of the ukrainian travel content on Instagram social network: audience, topics, and format

Abstract

The aim of the study. The article analyzes the distinguishing traits of the Ukrainian travel content presented on the online social network Instagram, clarifies basic concepts, offers classification features that characterize the travel content (by segmented tourist topics; by the number of participants on a trip; by the mode of travelling; by the language of presentation; by the presence of different types of content). It also focuses on formats used to communicate and interact with the audience. Methods. The topic analysis is used to identify classification features that characterize various types of posts, to investigate aggregated theoretical and practical studies; a comparison method is applied to compare and contrast scientific views on the issue and travel content; a typology method helps to structure the essential features of travel content; a method of generalization is used to systematize and present research findings. Results and conclusions. The concept of the online social network travel-blog is clarified, that allows defining the category: the travel-blog is referred to as a user’s collection of tourist-related posts, distinguished by the author’s style, structure, periodicity of updating, and variety of its content. It is emphasized that the concept of travel content, represented by audio, visual, and multimedia components, has a wider semantics. The ten most popular travel blogs recorded on the online social network Instagram are analyzed. The following criteria used to classify the travel content include segmented tourist topics, the number of participants on a trip; the mode of travelling; language; and the presence of different types of content. The ways of information and communication interaction between travel bloggers and online social network users are explored.