From Screen to Reality
Content Creation on Tourist Destinations by Digital Influencers on Social Media
DOI:
https://doi.org/10.35699/2447-6218.2026.69338Keywords:
Online Social Networking, Social Media, TourismAbstract
Social media has revolutionized the way travelers choose their tourist destinations. Digital influencers have emerged as key players, shaping tourists’ opinions and decision-making processes. This study aimed to examine the strategies, opportunities, and challenges faced by influencers in the creation and dissemination of content related to tourist destination marketing. Data were collected through interviews with twelve influencers. According to the participants, audience engagement and high-quality content are essential. To capture public attention, influencers must adopt innovative approaches in response to challenges such as market saturation and the growing demand for authenticity. Meanwhile, factors like increased interest in travel among younger audiences and the expanding reach of social media have created new opportunities for effective destination promotion.
References
ABIDIN, C. Communicative Intimacies: Influencers and Perceived Interconnectedness. Ada: A journal of gender, new media, and technology, v. 8, p. 1-16, 2015. Disponível em: https://scholarsbank.uoregon.edu/server/api/core/bitstreams/a18cd997-772b-42f9-acb3-096dadfa2eae/content. Acesso em: 22 jan. 2024.
AMER ORFILA, P. El clickbait como estrategia de marketing en los medios de comunicación digitales. 2018, 51 f. Treballs Finals del Màster (Màster Màrqueting i Investigación de Mercats) - Facultat d'Economia i Empresa, Universitat de Barcelona, Barcelona, 2018.
ANDRADE, B. L. S. de et al. As mídias sociais e os influenciadores digitais na promoção de destinos turísticos. Anais Brasileiros de Estudos Turísticos: ABET, v. 8, n. 2, p. 32-42, 2018. ISSN-e 2238-2925.
BALOGLU, S.; MCCLEARY, K. W. A model of destination image formation. Annals of tourism research, v. 26, n. 4, p. 868-897, 1999. DOI: 10.1016/S0160-7383(99)00030-4.
BERNARD, H. R. Research methods in anthropology: qualitative and quantitative approaches. Bloomsbury Publishing PLC, 2017. E.book. Disponível em: http://ndl.ethernet.edu.et/bitstream/123456789/40820/1/17.pdf.pdf. Acesso em: 24 jan. 2024.
CHAKRABORTY, Abhijnan; PARANJAPE, Bhargavi; KAKARLA, Sourya; GANGULY, Niloy. Stop clickbait: Detecting and preventing clickbaits in online news media. In: IEEE/ACM INTERNATIONAL CONFERENCE ON ADVANCES IN SOCIAL NETWORKS ANALYSIS AND MINING (ASONAM). IEEE, 2016. p. 9-16. DOI: 10.1109/ASONAM.2016.7752207. Disponível em: https://www.researchgate.net/publication/310809794_Stop_Clickbait_Detecting_and_preventing_clickbaits_in_online_news_media. Acesso em: 20 dez. 2023.
CHILDERS, C. C.; LEMON, L. L.; HOY, M. G. # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, v. 40, n. 3, p. 258-274, 2019. DOI: 10.1080/10641734.2018.1521113.
CHU, S.; KAMAL, S. The effect of perceived blogger credibility and argument quality on message elaboration and brand attitudes: An exploratory study. Journal of Interactive Advertising, v. 8, n. 2, p. 26-37, 2008. DOI: 10.1080/15252019.2008.10722140.
CIALDINI, R. B. As armas da persuasão: como influenciar e não se deixar influenciar. Sextante, 2013. 304 p.
DE VEIRMAN, M.; CAUBERGHE, V.; HUDDERS, L. Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, v. 36, n. 5, p. 798-828, 2017. DOI: 10.1080/02650487.2017.1348035.
DJAFAROVA, E.; RUSHWORTH, C. Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in human behavior, v. 68, p. 1-7, 2017. DOI: 10.1016/j.chb.2016.11.009.
ERDOGAN, B. Z. Celebrity endorsement: A literature review. Journal of Marketing Management, v. 15, n. 4, p. 291-314, 1999. DOI: 10.1362/026725799784870379.
FREBERG, K. et al. Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, v. 37, n. 1, p. 90-92, 2011. DOI: 10.1016/j.pubrev.2010.11.001.
GEYSER, W. The state of influencer marketing 2022: Benchmark report. Influencer Marketing Hub, v. 2, 2022. Disponível em: https://influencermarketinghub.com/influencer-marketing-benchmark-report-2022/. Acesso em: 03 fev. 2024.
GÓMEZ, A. R. Digital Fame and Fortune in the age of Social Media: A Classification of social media influencers. aDResearch: Revista Internacional de Investigación en Comunicación, n. 19, p. 8-29, 2019. ISSN 1889-7304.
GOUVEIA, A. Marketing digital: uma ferramenta essencial para lucratividade da empresa. RCMOS-Revista Científica Multidisciplinar O Saber, v. 1, n. 12, p. 93-115, 2021. DOI: 10.51473/rcmos.v1i1.2023.202.
HO, H.; CHIEN, P. Influence of message trust in online word-of-mouth on consumer behavior–by the example of food blog. In: 2010 International Conference on Electronics and Information Engineering. IEEE, 2010. p. V1-395-V1-399. DOI: 10.1109/ICEIE.2010.5559850.
INFLUENCER MARKETING HUB. The State of Influencer Marketing 2023. Disponível em: https://www.linqia.com/wp-content/uploads/2023/09/Linqia-2023-State-of-Influencer-Marketing-Report.pdf. Acesso em: 10 dez. 2023.
ISMAIL, A. International marketing strategies in the celebrity cosmetics industry: a dual case study: Huda Beauty and Fenty Beauty. 2018. 58 f. Bachelor of Business Administration (Bachelor's thesis) - International Business and Logistics, Helsinki Metropolia University of Applied Sciences, Finland, 2018. Disponível em: https://www.theseus.fi/handle/10024/149544. Acesso em: 02 fev. 2024.
LEE, Y.; KOO, J. Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, v. 29, n. 5, p. 523-538, 2015. DOI: 10.1123/jsm.2014-0195.
LIN, R.; JAN, C.; CHUANG, C. Influencer marketing on Instagram. International Journal of Innovation in Management, v. 7, n. 1, p. 33-41, 2019. Disponível em: https://siim.org.tw/wp-content/uploads/2025/08/IJIiM-19-020.pdf. Acesso em: 01 fev. 2024.
MAURÍCIO, P.; GEROLIS, B.; MEDEIROS, M. G. Influenciadores digitais como parte da disrupção do modelo de negócios do jornalismo. In: CONGRESSO BRASILEIRO DE CIÊNCIAS DA COMUNICAÇÃO, 40, 2017, Curitiba. Anais [...] Curitiba - PR, 2017. 1-15 p.
MOREIRA, B. B.; MEDRADO, L. C.; GAMA, G. B. A. C. V. R. N. Responsabilidade civil dos influenciadores digitais: uma análise acerca da publicidade realizada nas redes sociais. Revista JRG de Estudos Acadêmicos, v. 7, n. 15, p. e151578-e151578, 2024. DOI: 10.55892/jrg.v7i15.1578.
MOTA, B. S.; BITTENCOURT, M.; VIANA, P. M. F. A influência de Youtubers no processo de decisão dos espectadores: uma análise no segmento de beleza, games e ideologia. E-compós. 2014. DOI: 10.30962/ec.1013.
NGUYEN, Thi Ngoc Anh. Optimizing social media channels for B2B startups: Case of Odd Expert Oy. Spring 2016. Thesis (International Business) - Oulu University of Applied Sciences, Oulu, 2016. Disponível em: https://www.theseus.fi/bitstream/handle/10024/105026/Nguyen_Thi_Ngoc_Anh.pdf?sequence=1. Acesso em: 12 dez. 2023.
OUVREIN, G. et al. The web of influencers. A marketing-audience classification of (potential) social media influencers. Journal of Marketing Management, v. 37, n. 13-14, p. 1313-1342, 2021. DOI: 10.1080/0267257X.2021.1912142.
PEDRO, M. V. et al. O clickbait no ciberjornalismo português e brasileiro: o caso brasileiro. In: CONGRESSO INTERNACIONAL DE CIBERJORNALISMO, 6, 2019, Porto. Atas [...] Porto, Portugal, 2019, 1-21 p., Disponível em:https://hdl.handle.net/10216/151384. Acesso em: 15 jan. 2024.
RÉVILLION, Anya Sartori Piatnicki; LESSA, Bruno de Souza; GOMES NETO, Rogério; JUSKI, Juliane do Rocio; NEUMANN, Susana Elisabeth. Marketing digital. Porto Alegre: SAGAH, 2023. 214 p. ISBN 6556904589.
SILVA, C. R. M. da; TESSAROLO, F. M. Influenciadores digitais e as redes sociais enquanto plataformas de mídia. In: CONGRESSO BRASILEIRO DE CIÊNCIAS DA COMUNICAÇÃO, 39, 2016, São Paulo, Anais [...] São Paulo–SP, 2016, p. 980-1005.
SOLOMON, M. R. O Comportamento do Consumidor: comprando, possuindo e sendo. 11. ed. São Paulo: Bookman Editora, 2016. E-book Kindle.
SUDHA, M.; SHEENA, K. Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, v. 14, n. 3, p. 14-30, 2017. Disponível em: eccb29f76b24e85cba8b6b60adf5ab4932d8.pdf. Acesso em: 15 jan. 2024.
TERRA. Nielsen: 500 mil pessoas atuam como influencers no Brasil. Disponível em: https://www.terra.com.br/noticias/nielsen-500-mil-pessoas-atuam-como-influencers-no-brasil,5c851569022de63ada0dce1427d621bc9q1v8esq.html. Acesso em: 8 dez. 2023.
XU, X.; PRATT, S. Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, v. 35, n. 7, p. 958-972, 2018. DOI: 10.1080/10548408.2018.1468851.
ZIKMUND, William G. et al. Business Research Methods. Fort Worth, TX: Dryden Press, 2000.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 LICERE - Revista do Programa de Pós-graduação Interdisciplinar em Estudos do Lazer
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
