Table 4 Participant-identified SM... | Emerald Publishing

Table 4

Participant-identified SM strategies and content types

Participant	Types of content used	Interviewee response
Interviewees VII, VIII and XI	Short-form videos, local experiences, events	“The Deputy Ministry of Tourism primarily creates content. Short videos showcasing events have engaged audiences, receiving many comments, likes and shares.” “One particularly interesting campaign has been the promotion of wine routes across Cyprus through TikTok. This initiative featured various wineries owned by local entrepreneurs, who were called to share their history through short-form videos.” “Our official Instagram account has a substantial following and numerous tags, showcasing the richness of Cyprus through varied content that captures all aspects of the island, from its beautiful beaches to its rural villages. I think it’s one of the most effective means of communicating our messages.”
Interviewee X	Interactive posts, user-generated content	“We contribute occasionally, but most engaging content comes from the Deputy Ministry’s official channels or website. We rely on them for video promotions since we don’t have the necessary means and digital skills. ”
Interviewees II and XIV	Interviews with locals, cultural awareness	“We’ve found that interviews with locals resonate well in promoting the villages on SM. ” “Farm-to-table experiences, highlighted through interviews with local farmers or by covering significant events organised by community groups such as the Women’s Association of Rural Larnaka, play a crucial role in rural branding. ”
Interviewee XIII	Live streams, story highlights, visual storytelling	“Live streaming local events has garnered interest. The Deputy Ministry leads the charge, but we collaborate by sharing our visual stories and experiences. For example, I have participated in many events showcasing how to basket weaving; I was explaining the process and calling the viewers to join me during the free workshops that the Ministry was organising for free to showcase our culture. During weekends, many people attended my workshops and kept saying that how I explained the process on Instagram was very attractive.”
Interviewee XI	Education materials, infographics, testimonials, behind-the-scenes content	“Educational materials shared on SM through various accounts play a significant role in helping people learn about the island’s villages, history and cultural heritage.” “Static images aren’t popular anymore.” “We’ve found that showcasing local events through infographics and behind-the-scenes content helps tell a more compelling story. Most of our stories go viral.” “Testimonials from visitors add credibility and encourage engagement. That’s why we lead many efforts to ask them to post reviews on TripAdvisor.”
Interviewees III and VIII	Short documentaries, TV shows	“Engaging content often comes from short documentaries produced by local TV shows and series, including one featured on Netflix. Such efforts allow stakeholders to showcase authentic stories and cultural heritage, drawing attention to the unique aspects of rural destinations and enhancing their appeal to potential visitors.” “The collaboration between local chefs and food producers in these shows also creates opportunities for sustainable tourism.”
Interviewee VI	Heartland of Legends	“The Heartland of Legends project provides a fantastic framework for storytelling and authentic tourism experiences. We use this initiative to create SM content that showcases local myths and traditions, drawing tourists in.”
Interviewee I	TikTok for younger tourists	“We started using TikTok to attract young travellers by promoting the adventurous side of Cyprus, with a particular emphasis on experiences like the Akamas Safari.”
Interviewees XII and IV	Collaboration with travel influencers	“We’ve observed that many Cypriots excel as travel influencers for destinations abroad, prompting us to invite them to a morning brunch session to start collaborations to promote Cyprus as a travel destination as well. Many influencers have even created dedicated Instagram and TikTok accounts to showcase the island’s hidden gems and experiences.” “We recognise the value of international influencers who visit Cyprus and help raise awareness about our destination. As a hotel owner, I have taken the initiative to inform the Deputy Ministry of Tourism about their stays, enabling them to identify the influencers and collaborate with them.”
Interviewees XIII, IX	Online reviews	“Responding to positive and negative reviews shows that we value customer feedback. It helps build trust and can turn a dissatisfied customer into a loyal advocate.” “Engaging with online reviews allows us to highlight our strengths and address concerns.”

Participant	Types of content used	Interviewee response
Interviewees VII, VIII and XI	Short-form videos, local experiences, events	“The Deputy Ministry of Tourism primarily creates content. Short videos showcasing events have engaged audiences, receiving many comments, likes and shares.”“One particularly interesting campaign has been the promotion of wine routes across Cyprus through TikTok. This initiative featured various wineries owned by local entrepreneurs, who were called to share their history through short-form videos.”“Our official Instagram account has a substantial following and numerous tags, showcasing the richness of Cyprus through varied content that captures all aspects of the island, from its beautiful beaches to its rural villages. I think it’s one of the most effective means of communicating our messages.”
Interviewee X	Interactive posts, user-generated content	“We contribute occasionally, but most engaging content comes from the Deputy Ministry’s official channels or website. We rely on them for video promotions since we don’t have the necessary means and digital skills. ”
Interviewees II and XIV	Interviews with locals, cultural awareness	“We’ve found that interviews with locals resonate well in promoting the villages on SM. ”“Farm-to-table experiences, highlighted through interviews with local farmers or by covering significant events organised by community groups such as the Women’s Association of Rural Larnaka, play a crucial role in rural branding. ”
Interviewee XIII	Live streams, story highlights, visual storytelling	“Live streaming local events has garnered interest. The Deputy Ministry leads the charge, but we collaborate by sharing our visual stories and experiences. For example, I have participated in many events showcasing how to basket weaving; I was explaining the process and calling the viewers to join me during the free workshops that the Ministry was organising for free to showcase our culture. During weekends, many people attended my workshops and kept saying that how I explained the process on Instagram was very attractive.”
Interviewee XI	Education materials, infographics, testimonials, behind-the-scenes content	“Educational materials shared on SM through various accounts play a significant role in helping people learn about the island’s villages, history and cultural heritage.”“Static images aren’t popular anymore.”“We’ve found that showcasing local events through infographics and behind-the-scenes content helps tell a more compelling story. Most of our stories go viral.”“Testimonials from visitors add credibility and encourage engagement. That’s why we lead many efforts to ask them to post reviews on TripAdvisor.”
Interviewees III and VIII	Short documentaries, TV shows	“Engaging content often comes from short documentaries produced by local TV shows and series, including one featured on Netflix. Such efforts allow stakeholders to showcase authentic stories and cultural heritage, drawing attention to the unique aspects of rural destinations and enhancing their appeal to potential visitors.”“The collaboration between local chefs and food producers in these shows also creates opportunities for sustainable tourism.”
Interviewee VI	Heartland of Legends	“The Heartland of Legends project provides a fantastic framework for storytelling and authentic tourism experiences. We use this initiative to create SM content that showcases local myths and traditions, drawing tourists in.”
Interviewee I	TikTok for younger tourists	“We started using TikTok to attract young travellers by promoting the adventurous side of Cyprus, with a particular emphasis on experiences like the Akamas Safari.”
Interviewees XII and IV	Collaboration with travel influencers	“We’ve observed that many Cypriots excel as travel influencers for destinations abroad, prompting us to invite them to a morning brunch session to start collaborations to promote Cyprus as a travel destination as well. Many influencers have even created dedicated Instagram and TikTok accounts to showcase the island’s hidden gems and experiences.”“We recognise the value of international influencers who visit Cyprus and help raise awareness about our destination. As a hotel owner, I have taken the initiative to inform the Deputy Ministry of Tourism about their stays, enabling them to identify the influencers and collaborate with them.”
Interviewees XIII, IX	Online reviews	“Responding to positive and negative reviews shows that we value customer feedback. It helps build trust and can turn a dissatisfied customer into a loyal advocate.”“Engaging with online reviews allows us to highlight our strengths and address concerns.”

Source(s): Authors’ own work (2024)