Over the last few decades, various regions have taken advantage of sport as a tool for place branding. One of the most used strategies has been sporting events, which can help to position the regions and improve their image. With regard to destination image (DI), the penetration and popularity of social media such as Instagram has opened new avenues for place promotion and has turned the users of these platforms into active agents in the promotion of DI. This study aims to explore whether the participants and organisers of small-scale sport events (SSSEs) can contribute to the creation of destination image through the content they post on Instagram. For this purpose, the content of 1315 photographs posted by SSSE participants and organisers on Instagram was analysed. The results show that the photographs related to SSSEs reproduce destination attributes of the region and, consequently, are a source of DI creation. The results also show the importance of the specific moment of the event both in the DI and in the engagement of the posts. This research provides valuable information on the management of Instagram in the context of SSSEs, on the importance of the characteristics of the starting and finishing lines and of the course of the event; and on the desirability of aligning the perspective of the organisers and participants to maximise the potential for the creation of DI through SSSEs.

Los acontecimientos deportivos locales se han convertido en herramientas de promoción turística y de dinamización económica de los territorios que los acogen.

Purpose: This study aims to advance understanding of contemporary football spectatorship by identifying and analysing distinct audience segments attending live matches at elite stadiums. It addresses the limitations of unidimensional segmentation of fans by introducing a multidimensional framework to capture the diversity of matchday attendees in globalized football. Design/methodology/approach: The study employs a cluster-based segmentation approach grounded in key theories of football spectatorship. Guided by these frameworks, sociodemographic and contextual variables – gender, age, origin and membership status – served as primary segmentation drivers. Data were collected through a structured survey administered to 657 matchday attendees at FC Barcelona's stadium during two La Liga fixtures. The TwoStep clustering algorithm identified distinct fan segments. Inter-cluster differences in affiliation, experience and attendance were then assessed using analysis of variance (ANOVA) and Chi-square tests. Findings: Seven distinct clusters were identified, each representing specific patterns of stadium attendance, fan affiliation and fan experience evaluation. The results reveal a coexistence of emotionally committed local fans and experience-oriented international spectators, with significant differences in satisfaction, loyalty and matchday motivations. Notably, two exclusively female clusters emerged alongside a distinct group (Mild Members) with a hybrid profile – combining formal affiliation with sporadic attendance. Originality/value: This study advances segmentation research in three ways: it focuses on in-stadium audiences of a global club rather than media-based fan bases; it uses sociodemographic and contextual variables as primary segmentation drivers; and it identifies emerging clusters – such as exclusively female groups and “Mild Members” – with implications for experience design and revenue optimization.