• Raquel Camprubí Faculty of Tourism Business Management and Organisation Department University of Girona https://orcid.org/0000-0001-7084-7889
  • Pamela Rojas Faculty of Tourism University of Girona


selfies, photography, destination image, social networks, Instagram,


This paper aims to explore the relationship between characteristics of selfie-takers and the destination image depicted in the background of the photographs. Through a content analysis based on a sample of 1,537 selfies taken in Barcelona’s most visited places and shared on Instagram, the authors were able to identify the most relevant elements and tourist scenarios involved in these photographs, as well as the relationship that exists among certain features of the profile of selfie-takers. The study reveals that travel selfies are a viable tool, which contributes to destination image and is aligned with the image destination management organizations promote.


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Author Biographies

Raquel Camprubí, Faculty of Tourism Business Management and Organisation Department University of Girona

Dr. Raquel Camprubí is Associate Professor at University of Girona since 2004. She completed her PhD in 2009 and was awarded with the PhD Extraordinary Award on Management and Business Administration 2011. She is Maîtrise en Ingenerie et commercialisation des produits touristiques from University of Toulouse - Le Mirail. Her research interests cover destination management, tourism image and branding, and consumer behaviour. She is member of the research group Organizational Networks and Innovation in Tourism (ONIT), and she collaborates with several european universities.

Pamela Rojas, Faculty of Tourism University of Girona
Pamela Rojas holds a Master’s degree in Tourism Management and Planning from University of Girona. Her Bachelor’s degree was in Hospitality and Tourism with a mention in Marketing at Universidad de Especialidades Espiritu Santo (Ecuador); where she graduated cum laude. In 2008, Pamela was granted a Leonidas Ortega Moreira scholarship for outstanding academic performance in her undergraduate program; and in 2016, for her post-graduate degree she was awarded a scholarship co-financed by Senescyt and University of Girona. Her special interest in research includes destination image management, tourism marketing, and digital trends affecting travel and tourist destination image.


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How to Cite
Camprubí, R., & Rojas, P. (2021). EXPLORING TRAVEL SELFIES: THE CASE OF BARCELONA. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 11(2), 506-530. https://doi.org/10.33776/et.v11i2.5373