The portrayal of Greenland: a visual analysis of its digital storytelling

The study of the relationships between tourism and social media is critical for destination management and marketing. Drawing from a visual methodology, this research analyses the images published by Visit Greenland (@visitgreenland) in Instagram from 11 March 2019 to 11 March 2021. A total of 337 posts were reviewed: the number of comments, likes and the features of the visual representation. While the pictures of Greenland convey the sense of place of the island based on its natural heritage, aspects of its cultural heritage such as gastronomy are underrepresented.