The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya
IntroductionDestination management organizations are using influencer marketing to implement alliances with influencers to actively stimulate tourist visits. This study analyzes the tourism promotion strategy employed by the content creators hired by the Quintana Roo Tourism Promotion Council to pro...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-01-01
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| Series: | Frontiers in Communication |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2024.1502109/full |
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| author | Alma Belén Rodríguez-Hidalgo José Sixto-García Ana Leticia Tamayo-Salcedo |
| author_facet | Alma Belén Rodríguez-Hidalgo José Sixto-García Ana Leticia Tamayo-Salcedo |
| author_sort | Alma Belén Rodríguez-Hidalgo |
| collection | DOAJ |
| description | IntroductionDestination management organizations are using influencer marketing to implement alliances with influencers to actively stimulate tourist visits. This study analyzes the tourism promotion strategy employed by the content creators hired by the Quintana Roo Tourism Promotion Council to promote the Riviera Maya in Mexico.MethodsUsing a mixed methodology approach and drawing on the functionalist paradigm of communication, the content of the publications is examined.Results and discussionThe results show that the physical appearance and communication skills of influencers have an impact on tourists’ travel intentions. Moreover, the analysis concludes that the motivation conveyed by the influencer shapes the reception of the message. |
| format | Article |
| id | doaj-art-af350ff4384b48e8b35dd3ac734b6275 |
| institution | Kabale University |
| issn | 2297-900X |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Communication |
| spelling | doaj-art-af350ff4384b48e8b35dd3ac734b62752025-01-24T13:56:33ZengFrontiers Media S.A.Frontiers in Communication2297-900X2025-01-01910.3389/fcomm.2024.15021091502109The persuasive communication of Instagram influencers to promote tourism in the Riviera MayaAlma Belén Rodríguez-Hidalgo0José Sixto-García1Ana Leticia Tamayo-Salcedo2Center for Research and Tourism Studies (CIETUR), Autonomous University of Mexico State, Toluca, MexicoDepartment of Communication Sciences, Faculty of Communication Sciences, University of Santiago de Compostela (Spain), Santiago de Compostela, SpainCenter for Research and Tourism Studies (CIETUR), Autonomous University of Mexico State, Toluca, MexicoIntroductionDestination management organizations are using influencer marketing to implement alliances with influencers to actively stimulate tourist visits. This study analyzes the tourism promotion strategy employed by the content creators hired by the Quintana Roo Tourism Promotion Council to promote the Riviera Maya in Mexico.MethodsUsing a mixed methodology approach and drawing on the functionalist paradigm of communication, the content of the publications is examined.Results and discussionThe results show that the physical appearance and communication skills of influencers have an impact on tourists’ travel intentions. Moreover, the analysis concludes that the motivation conveyed by the influencer shapes the reception of the message.https://www.frontiersin.org/articles/10.3389/fcomm.2024.1502109/fullpersuasive communicationtourism marketinginfluencerpurpose of the triptourism promotioninfluencer marketing |
| spellingShingle | Alma Belén Rodríguez-Hidalgo José Sixto-García Ana Leticia Tamayo-Salcedo The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya Frontiers in Communication persuasive communication tourism marketing influencer purpose of the trip tourism promotion influencer marketing |
| title | The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya |
| title_full | The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya |
| title_fullStr | The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya |
| title_full_unstemmed | The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya |
| title_short | The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya |
| title_sort | persuasive communication of instagram influencers to promote tourism in the riviera maya |
| topic | persuasive communication tourism marketing influencer purpose of the trip tourism promotion influencer marketing |
| url | https://www.frontiersin.org/articles/10.3389/fcomm.2024.1502109/full |
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