| Abstract [eng] |
In recent decades, cities have been competing more actively in the international tourism market. To stand out from other similar places, cities apply brand development principles and use strategic storytelling in their digital communications. The aim of this study is to analyze the strategic stories and narratives used by the ‘Go Vilnius’ in its communication on Instagram to attract foreign tourists. The study used qualitative content analysis, during which 218 posts were analyzed. The results of the study revealed eight strategic narratives, dominated by narratives of a dynamic, welcoming, and authentic Vilnius, focused on the emotional and experience-based aspects of the city. The study demonstrated the flexibility and sensitivity of Vilnius’ city brand communication, as well as the application of an intuitive city strategy to reduce information uncertainty among tourists. Insights from the study may be useful not only for Vilnius, but also for other cities seeking to strengthen their brand in the context of international tourism. |
