SUSTAINABILITY ON INSTAGRAM: AQUA VILLAGE HEALTH RESORT & SPA CASE STUDY

Purpose: The aim of this study is to analyze the hotel Instagram posts that were posted on the social network, to verify people reactions as well as understand their content in terms of sustainability. Also, explore the opinions about the posts they did and understand if people can perceive the sustainability work looking at these posts. The article's object of analysis is the Aqua Village Health Resort & SPA hotel unit, a luxury hotel structure that advertises itself as sustainable, with a strong connection to the environment, endogenous and water resources.   Design/Methodology/Approach: Authors used a mix approach, with netnography and survey quantitative analysis. Authors used netnography, counting and analyzing the 89 posts that the company made on Instagram, during seven months, between June and December 2022, to verify the types of posts and the reactions they provoked, as well as to assess their content in terms of sustainability. To complementing this analysis, surveys were carried out to test what the first and last post of each of the months under analysis transmits or makes them feel.   Findings: The paper provide empirical insights about how to promote a sustainable Hotel on Instagram. Looking at the major conclusions, the paper provide information about the importance of Instagram posts and information about how a hotel can be sustainable and communicate that through social networks. With these results authors can conclude that the hotel does not use Instagram to be promoted as a sustainable player.   Research, Practical & Social Implications: Authors suggest future research on how to use social media to promote sustainability.   Originality/Value: This paper allows to understand the importance of promote a sustainable business using Instagram.