Impacto de los influencers en la promoción de destinos turísticos: el rol del liderazgo de opinión
Fandos-Herrera, Carmina (Universidad de Zaragoza) ; Gurrea Sarasa, Raquel (Universidad de Zaragoza) ; Labuena García, Alberto (Universidad de Zaragoza) ; Viñals Marcos, Carla
Resumen: El marketing de influencers ha emergido como una herramienta crucial en el panorama del marketing digital, transformando la forma en que las marcas se conectan con los consumidores. Este estudio propone analizar cómo características de los influencers (autenticidad, calidad del contenido, credibilidad y homofilia) influyen en su liderazgo de opinión y cómo este impacta en la intención de visitar y recomendar destinos turísticos. A partir de 257 encuestas y un análisis PLS-SEM, se destaca la importancia de la congruencia entre influencer y seguidor. Se ofrecen conclusiones, implicaciones y futuras líneas de investigación útiles para DMOs y empresas turísticas.
Influencer marketing has emerged as a crucial tool in the digital marketing landscape, transforming the way brands connect with consumers. This study proposes to analyze how influencers’ characteristics (authenticity, content quality, credibility, and homophily) influ-ence their opinion leadership and how this impacts the intention to visit and recommend tourism destinations. Based on 257 surveys and a PLS-SEM analysis, the importance of congruence between influencer and follower is highlighted. Conclusions, implications, and future lines of research useful for DMOs and tourism companies are offered
Idioma: Español
DOI: 10.6018/turismo.685721
Año: 2026
Publicado en: Cuadernos de turismo 56 (2026), 183-210
ISSN: 1139-7861
Tipo y forma: Article (Published version)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. If you remix, transform, or build upon the material, you may not distribute the modified material.
Exportado de SIDERAL (2026-01-16-14:54:07)
Visitas y descargas
Influencer marketing has emerged as a crucial tool in the digital marketing landscape, transforming the way brands connect with consumers. This study proposes to analyze how influencers’ characteristics (authenticity, content quality, credibility, and homophily) influ-ence their opinion leadership and how this impacts the intention to visit and recommend tourism destinations. Based on 257 surveys and a PLS-SEM analysis, the importance of congruence between influencer and follower is highlighted. Conclusions, implications, and future lines of research useful for DMOs and tourism companies are offered
Idioma: Español
DOI: 10.6018/turismo.685721
Año: 2026
Publicado en: Cuadernos de turismo 56 (2026), 183-210
ISSN: 1139-7861
Tipo y forma: Article (Published version)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. If you remix, transform, or build upon the material, you may not distribute the modified material. Exportado de SIDERAL (2026-01-16-14:54:07)
Permalink:
Visitas y descargas
Este artículo se encuentra en las siguientes colecciones:
Articles > Artículos por área > Comercialización e Investigación de Mercados
Record created 2026-01-16, last modified 2026-01-16