Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination’s image and inspiring tourism through images.

Purpose: – The purpose of this paper is to investigate entrepreneurship in Malaga University based on the Theory of Planned Behaviour model. There are two objectives: to analyse the influence of the main elements of orientation to entrepreneurship and to evaluate the efficiency of education programmes in the university system.Design/methodology/approach: – The authors have chosen Ajzen’s influential model (1991) for analysing entrepreneurial intention as the basis for the analysis of a sample of 392 students at Malaga University.Findings: – The results suggest that the students’ predisposition to entrepreneurship is moderate because perceived risk and ideas about their own abilities hinder their decision to start up a business.Practical implications: – This research has practical implications for universities involved in designing programmes aimed at business creation.Social implications: – This research provides interesting insights which could help new companies to be created, thus alleviating the unemployment resulting from the economic crisis.Originality/value: – With the help of this widely used theoretical model to study, the authors analyse the impact of Entrepreneurship Education Programmes in higher education. It is only a starting point from which to evaluate which elements should be reinforced in entrepreneurship programmes if they are to achieve effective results.

Purpose: There is widespread agreement that the tourism sector should address the issue of sustainability. The purpose of this study is to analyze the digital accessibility of the cities awarded as European Capitals of Smart Tourism for their innovative, accessible and sustainable practices by the European Commission. Design/methodology/approach: An analysis of the digital level of accessibility of 50 uniform resource locator (URL) of European cities was undertaken. The analysis followed the international evaluation requirements of the World Wide Web (W3C). Findings: The results show that none of the official Web pages analyzed obtained 100% in relation to the digital accessibility requirements. The main factors that pose barriers to communication and interaction were identified. Practical implications: The paper encourages smart tourism destinations to overcome the challenge of matching both dimensions of accessibility to obtain barrier-free information to ensure cities are inclusive and sustainable in line with Agenda 2030 (sustainable development goal [SDG] 11). Originality/value: The concept of tourism for all receives special attention in the sector, and this notion is reflected in the UN SDGs. However, accessibility has not been extensively analyzed in relation to the cohesion between the digital and the physical dimension. Tourism research tends to focus on accessible experiences within destinations. This paper introduces a new insight into the key issue of digital accessibility, which can promote destination choice and influence the tourism experience.

This paper shows the effects of training entrepreneurial competences on employability in higher education. It identifies teaching methods that are more effective in order to improve entrepreneurial competences. These are hackathon, team building, role play, and practical cases with entrepreneurs at a Spanish university. In contrast to the methods shown in previous literature, a mixed-method is proposed. Firstly, a qualitative technique based on three focus groups with the participation of lecturers, students, and entrepreneurs are used. Additionally, a regression analysis seeks links between entrepreneurial intention and employability with entrepreneurial competences with 329 students. The findings show the direct effect on skills appreciated in companies, using collaborative and practical activities focusing on competency perspective. This research work provides a new approach to training entrepreneurial competences that demonstrates the main role of Open Innovation enhancing the main stakeholders’ motivation and improving their skills. Useful information is provided to design the academic syllabuses and improve the level of employability of university graduates.

This research aimed to provide a more informed and systematic basis on which to develop the positioning strategy in social media due to the interactive capacity and influence that social media has in the success of tourist destinations. In particular, we investigated the role of stakeholders. We carried out an exploratory study using a mixed method which included interviews and an analysis of the activity conducted on the official social media accounts (Facebook, Twitter, and Instagram) of the Spanish regions of Andalusia, Catalonia, and Valencia. The findings provide insight into how tourist destinations promote their image through the use of social media. Social media was found to be a strategic platform for enhancing brand image and achieving tourist engagement. Additionally, the role of stakeholders in supporting and facilitating the image destination strategy is worth highlighting. This study shows that the results achieved by social media can be improved by identifying all stakeholders and defining a content generation strategy by integrating and adding value.

This study examines how confinement measures established during the COVID-19 pandemic crisis affected the emotions of the population. For this purpose, public sentiment on social media and digital ecosystems in Spain is analyzed. We identified affective tones towards media and citizens published on social media focusing on six basic emotions: anger, fear, joy, sadness, disgust and uncertainty. The main contribution of this work is the evidence of contagious sentiments and, consequently, the possibility of using this new dimension of social media as a form of a “collective therapy”. This paper contributes to understanding the impact of confinement measures in a pandemic from the point of view of emotional health. This analysis provides a set of practical implications that can guide conceptual and empirical work in health crisis management with an alternative approach, especially useful for decision-making processes facing emergency responses and health crises, even in an unprecedented global health crisis such as the traumatic events caused by the COVID-19 disease.