Publicação
From Venus to VenereItalia: The Rise of Virtual Influencers in Tourism Destination Marketing
| Resumo: | This paper explores the burgeoning role of Virtual Influencers (VIs) in tourism destination marketing, exemplified by the case of Veneraltalia, a digital persona created to promote Italian tourism. It delves into the theorical underpinnings of VIs, utililizing frameworks like Parasocial Interaction and Source Credibility, to understand their impact on consumer engagement and destination promotion. The study adopts a qualitative approach, analyzing Venereltalia's interactions on social media to assess the effectiveness and challenges of using VIs in tourism marketing. While highlighting the adavantages such as control, innovative engagement, and cots-effectiveness, the research also addresses the challenges of authenticity and evolving consumer expectations. The findings underscore a strategic equilibrium between digital storytelling and interactive content to enhance VI effectiveness. This paper contributes to the digital marketing field by providing insights on leveraging VIs for tourism promotion, recommending a blend of narrative depth, user engagement, and cross-platform presence to optimize impact. |
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| Autores principais: | Correia, Ricardo |
| Outros Autores: | Fontes, Ruta; Martins, Márcio Ribeiro |
| Assunto: | Virtual Influencers Tourism Destination Marketing Influencer Marketing Instangram |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | capítulo de livro |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Instituto Politécnico de Bragança |
| Idioma: | inglês |
| Origem: | Biblioteca Digital do IPB |
| Resumo: | This paper explores the burgeoning role of Virtual Influencers (VIs) in tourism destination marketing, exemplified by the case of Veneraltalia, a digital persona created to promote Italian tourism. It delves into the theorical underpinnings of VIs, utililizing frameworks like Parasocial Interaction and Source Credibility, to understand their impact on consumer engagement and destination promotion. The study adopts a qualitative approach, analyzing Venereltalia's interactions on social media to assess the effectiveness and challenges of using VIs in tourism marketing. While highlighting the adavantages such as control, innovative engagement, and cots-effectiveness, the research also addresses the challenges of authenticity and evolving consumer expectations. The findings underscore a strategic equilibrium between digital storytelling and interactive content to enhance VI effectiveness. This paper contributes to the digital marketing field by providing insights on leveraging VIs for tourism promotion, recommending a blend of narrative depth, user engagement, and cross-platform presence to optimize impact. |
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