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

dc.contributor.authorXavier, Gysele
dc.contributor.authorNogueira, Sónia
dc.contributor.authorVareiro, Laurentina
dc.date.accessioned2024-04-08T16:54:49Z
dc.date.available2024-04-08T16:54:49Z
dc.date.issued2024-03-15
dc.description.abstractIn 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.
dc.identifier.citationXavier, G., Nogueira, S., & Vareiro, L. (2024). The perception of tourists regarding the importance of influencers in shaping the image of a tourist destination: The case of Melgaço (Portugal). In J. V. Carvalho, A. Abreu, D. Liberato, & J. A. D. Rebolledo (Eds.), Advances in Tourism, Technology and Systems. ICOTTS 2023. Smart Innovation, Systems and Technologies, (vol. 384, pp. 415-428). Springer. https://doi.org/10.1007/978-981-99-9758-9_33. Repositório Institucional UPT. https://hdl.handle.net/11328/5577
dc.identifier.isbn978-981-99-9882-1
dc.identifier.isbn978-981-99-9758-9
dc.identifier.urihttps://hdl.handle.net/11328/5577
dc.language.isoeng
dc.publisherSpringer
dc.relation.hasversionhttps://doi.org/10.1007/978-981-99-9758-9_33
dc.rightsrestricted access
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectDigital influencer
dc.subjectInfluencer marketing
dc.subjectOpinion leaders
dc.subjectSocial networks
dc.subject.fosCiências Sociais - Economia e Gestão
dc.titleThe perception of tourists regarding the importance of influencers in shaping the image of a tourist destination: The case of Melgaço (Portugal)
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.endPage428
oaire.citation.startPage415
oaire.citation.titleAdvances in Tourism, Technology and Systems. ICOTTS 2023. Smart Innovation, Systems and Technologies
oaire.citation.volume384
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.familyNameNogueira
person.givenNameSónia
person.identifier.ciencia-idF910-030F-3361
person.identifier.orcid0000-0001-7959-3838
person.identifier.scopus-author-id56019348100
relation.isAuthorOfPublicationc379a4a3-a42d-4782-be9b-0e4fa8933556
relation.isAuthorOfPublication.latestForDiscoveryc379a4a3-a42d-4782-be9b-0e4fa8933556

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