Era digital no turismo: explorando a conexão entre influenciadres digitais e a inspiração de viagens no instagram

Abstract

The research investigates the connection between digital influencers and travel inspiration on instagram. The overall aim of the study is to investigate the ability of digital influencers on the social network instagram to inspire their followers' travel decisions in relation to tourist destinations and experiences. It addresses how these influencers act as promoters of tourist destinations, discussing their role in influencer marketing and examining how exposure to their content inspires travel planning and decisions. As a result of technological advances and the marketing of tourist destinations, the way in which interest in products and services is aroused has undergone changes, with tourists' desires now being built on images and shaped by social networks. Using a mixed approach that encompasses qualitative and quantitative aspects, with exploratory and descriptive methodological objectives, a bibliographical survey was carried out, followed by field research, in which the people investigated were digital influencers and their followers. The results highlight the significant capacity of digital influencers to influence travel-related consumer behavior, positioning them as powerful tools for tourism marketing.