Investigaciones Turisticas | 2026
Authors: do Nascimento G.; Oliveira J.L.; Mondo T.S.; de Lamare Leite F.C.; de Castro R.T.
DOI: 10.14198/INTURI.27128
Journal: Investigaciones Turisticas
Year: 2026
Publisher: Universidad de Alicante. Instituto Universitario de Investigaciones Turísticas
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
The objective of this study is to understand how opinions are shaped through posts, especially in less popular destinations. The study is situated within the analysis of the influence of digital tourism platforms, focusing on the role of influencers in shaping opinions and travelers’ decision-making, engaging with debates on credibility, digital consumption, and social media marketing. An exploratory and descriptive qualitative approach has been adopted, supported by quantitative data. The data collection was conducted through a questionnaire containing 11 questions (both open-ended and multiple-choice), administered to 15 Instagram influencers with more than 20,000 followers and a focus on the Brazilian audience, selected via direct contact. Following a content analysis approach, the interpretation focused on tourist imagery, digital influence, and 'Instagrammability,' allowing for an assessment of the credibility that influencers convey when sharing travel experiences and the impact of this influence on their followers’ choices. The results indicate that influencers perceive themselves as reliable sources, but they differ in their views on the extent of their influence on followers’ decisions. The findings contribute to the understanding of the role of social media in tourism marketing, suggesting the need for more refined segmentation strategies and the Search for opportunities for partnerships with companies in the field. ©2026 Gabriel do Nascimento, Josefa Laize Oliveira, Tiago Savi Mondo, Fabiana Calcada de Lamare Leite y Rafael Teixeira de Castro
decisiones de compra de viajes; decisões de compra de *421viagens; Digital influencers; influenciadores digitais; influenciadores digitales; marketing turístico; marketing turístico; Social media in tourism; Tourism; Tourism marketing; Travel purchasing decisions; Turismo; Turismo