The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya

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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Bibliographic Details
Main Authors: Alma Belén Rodríguez-Hidalgo, José Sixto-García, Ana Leticia Tamayo-Salcedo
Format: Article
Language:English
Published: Frontiers Media S.A. 2025-01-01
Series:Frontiers in Communication
Subjects:
persuasive communication
tourism marketing
influencer
purpose of the trip
tourism promotion
influencer marketing
Online Access:https://www.frontiersin.org/articles/10.3389/fcomm.2024.1502109/full
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