Document details

Tourism drives the economy through job creation and infrastructure development, while the cultural component, such as gastronomy and historical heritage, enriches the visitor experience and reduces regional disparities. Municipalities use channels like Instagram to promote cultural events and strengthen local identity, reaching a diverse audience and encouraging community and visitor engagement. This study explores interaction trends in event posts on Bragança, Portuguese City Municipality’s Instagram from 2020 to 2023. The aim is to analyse the evolution of metrics such as likes, comments and views over the last four years. Using a quantitative approach, data was collected from Instagram posts using the APIFY platform, followed by an analysis using Python for statistical evaluation to identify correlations and patterns. The main results reveal significant variations in user engagement with different types of events and changes in follower behaviour over time. These findings offer valuable information for social media management and municipal event planning, emphasising the importance of adaptive strategies on digital platforms.