There is an emerging tendency among businesses to actively engage with audiences by integrating widely used social media platforms such as Facebook and Instagram in their communication strategy. Most cities acknowledge the importance of sustaining a robust presence on social media platforms, including social media in their promotional strategy targeted towards current and prospective visitors. The primary objective of this study is to examine the content shared by destination businesses on social media channels, specifically focusing on Facebook. The study conducts a comparative analysis of this material concerning different modes of user participation, including metrics such as likes, comments, and shares. The Facebook data were acquired using Buzzsumo, an online artificial intelligence platform. A total of 250 posts were subjected to analysis. The data was analysed using a latent class analysis (LCA) and ANOVA. Segments 1 and 2 favor semantic and expressive emoticons in the presence of engagement. For the third group of tourists, when the content mentions emoticons that evoke emotions related to aesthetic content and are user-generated with the images, the engagement is enhanced.