The perception of tourists regarding the importance of influencers in shaping the image of a tourist destination: The case of Melgaço (Portugal)

Abstract

In today's digital world, certain individuals possess the ability to convey a message to others, commonly known as influencers, with the power to inspire and influence their respective followers. This study aims to assess tourists' perception of the importance of influencers in shaping the image of a tourist destination, specifically in Melgaço, Portugal. The study seeks to understand the factors that motivated tourists' most recent visit to the Melgaço region, gauging the degree of influence exerted by influencers in the decision to visit and their impact on tourists' purchasing behavior in the region. Data were collected through an online questionnaire survey conducted between December 2021 and January 2022, and data analysis was carried out using SPSS software. The analysis compared three generations (X, Y, and Z) and revealed that the user-generated content (e-WOM) is not yielding the desired effects concerning the Melgaço region, neither in terms of motivation for visiting nor in the perception of the Discover Melgaço brand. These findings may justify a greater focus on digital marketing efforts and the role of influencers in the region.