The purpose of this study is to find out the key to success of the photographs in Instagram through content for tourist destination. While there are several studies in the tourism industry about the impact of Social Networks such as Facebook or virtual collaborative communities like TripAdvisor, there are very few studies about Instagram (Hanan & Putit, 2014). This study focuses on “Beautiful Destinations” as the leader on Instagram and an example of destination management organization (DMO), where they have more than 3,100 publications and 4 million followers in 180 countries, becoming the world’s largest travel influencer on Instagram. The dependent variables are taking from several studies (Dagostar & Isotalo, 1992; Stabler, 1987; Timothy & Groves, 2001). Ordinary least squares models were estimated to assess the relationship of characteristics of the photo with the number of likes among photos published on Instagram. If a photograph has people, water, took during afternoon, self-centric and other centric have effects in the number of likes and comments. While if a destination has the purpose of the engagement of the consumers with several comments, people appearance has a positive impact in the number of comments and if the pictures is doing in the afternoon has a negative impact. By analyzing the contents of information provided by the uploaded photographs, this study provides clues for destination in order to enhance the engagement with potential customer and users of Instagram.

• Maria Elena Aramendia-Muneta(Universidad Pública de Navarra, Spain)
• Cristina Olarte-Pascual(Universidad de la Rioja, Spain)
• Andrea Ollo-López(Universidad Pública de Navarra, Spain)