Publicação
Social Media influencers in Travels and Tourism
| Resumo: | The use of Social Media in travel contexts has risen on the past years and is now an important strategic tool regarding tourism development of travel destination. This research aims to examine the impact of social media platforms and the specific effect of influencer presence for destination promotion and the perception. To understand this, this research evaluates the impact of micro and macro influencers on the perception and destination dimensions. The findings suggest that destination perception varies due to the type of influencer chosen for a campaign. When using a micro influencer, physical attractiveness seems to be the most relevant topic to explore, while using macro influencers dimensions such as congruence and trustworthiness are more relevant for the perception outcome. The findings have important implications for travel destinations research and practice. |
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| Autores principais: | Pereira, Pedro Henrique Silva Martins |
| Assunto: | Social Media Influencers Travel Destination Perception Social Credibility Theory Congruence |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The use of Social Media in travel contexts has risen on the past years and is now an important strategic tool regarding tourism development of travel destination. This research aims to examine the impact of social media platforms and the specific effect of influencer presence for destination promotion and the perception. To understand this, this research evaluates the impact of micro and macro influencers on the perception and destination dimensions. The findings suggest that destination perception varies due to the type of influencer chosen for a campaign. When using a micro influencer, physical attractiveness seems to be the most relevant topic to explore, while using macro influencers dimensions such as congruence and trustworthiness are more relevant for the perception outcome. The findings have important implications for travel destinations research and practice. |
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