Digital Content and Social Media Engagement in Heritage Destinations. An Empirical Analysis of the Case of Quito

Abstract

This study analyzes the effectiveness of digital content disseminated through the official Instagram account of the destination Quito, Ecuador. The objective is to identify which types of content generate higher levels of interaction and to examine the relationship between communication format and audience response. A content analysis was conducted using a census sample of 36 posts published between March and May 2025. Posts were classified according to content type and visual format, while engagement was evaluated through reactions, comments, shares, and saves. The results demonstrate that experiential content and dynamic audiovisual formats generate higher levels of audience interaction compared to institutional informational posts. This finding highlights the relevance of experiential content and dynamic formats in generating higher levels of audience interaction. The study provides empirical evidence to inform the strategic planning of digital content in heritage destinations.