Predictive Modeling of Instagram User Engagement with tourist photos based on Visual Attributes: The case of Taquile Island - Peru

In the tourism sector, photography has evolved from capturing memories to be-coming a tourism digital marketing strategy. The goal of this study is to identify the most important visual attributes that increase Instagram Engagement of the tourist destination Taquile Island (Peru). A predictive model that relates visual attributes and Engagement was developed using 439 photos of Taquile Island extracted from Instagram. These attributes were quantified using Image Analy-sis tools. Neural networks were used for the predictive model construction. This research shows that the most important visual attributes to increase the en-gagement on Instagram are lifestyle and natural landscape.