Ethnoscape, tourism and leisure in the city of Oporto. An exploratory study on Instagram

Instagram is one of the most important internet social networks in the world for sharing photos and videos. It is a platform used more and more by companies and other touristic actors in the promotion of tourist destinations. The aim of the article is to propose a methodological model to identify the ethnoscapes of touristic cities on Instagram and, if so, identify the ethnoscapes of the city of Oporto, chosen several times as the best European tourist destination. The research carried out was qualitative and exploratory, through systematic observation of Instagram publications. In addition, semi-structured interviews were applied. We conclude that Instagram could be used to identify landscapes, and in particular, ethnoscapes from tourist and resident publications.