Unleashing the Power of Persuasion: Analyzing Instagram Persuasive Strategies for Promoting Sustainable Tourism in Bahrain

Abstract

This study aimed to reveal whether the Bahrain Ministry of Tourism's (MOT) Instagram account had paid particular attention to promoting sustainable tourism and determining the persuasive strategies that MOT depended on to promote tourism in Bahrain. The study employed qualitative and quantitative content analysis for 108 posts over a year (from February 1, 2023, to February 28, 2024). The study revealed a low level of engagement with followers. Furthermore, although there were many newspaper articles regarding Bahrain's interest in sustainable practices, the percentage of sustainable tourism posts on the analyzed MOT`s Instagram account was very low and came implicitly rather than explicitly. The results also showed that although many persuasive strategies have been incorporated into the MOT`s Instagram account to promote tourism, there is a need to develop this area. The study recommended integrating four main pillars for promoting tourism in Bahrain through the MOT`s official Instagram account. These pillars include raising the interactivity with the followers, unleashing the power of persuasion by incorporating more persuasive strategies based on the expectations of the target tourists, emphasizing sustainable tourism initiatives, and utilizing the latest technology in managing the MOT`s Instagram account.