Browsing by Author "Narciso, Sandra Isabel Pedro"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- The importance of digital influencers in the promotion of a tourist destination : the case of LisbonPublication . Narciso, Sandra Isabel Pedro; Calisto, Maria de Lurdes SantanaTourism is no longer a mere leisure activity, becoming one of the most important phenomena of the present days. Consequently, the rise of the tourism industry, together with the fast development of communication channels and the diffusion of trends, the improvement of transports and the new tourist profiles enhanced the competitiveness between destinations. In order to remain competitive, destinations started to invest in their promotion, using different channels and different marketing strategies. More recently, destinations started using digital influencers as a promotion strategy. By using their online platforms to promote products, services or destinations to their followers, digital influencers are considered a new type of marketing promotion. Their effectiveness promoting products and services was already studied and proved, with emphasis on the beauty and lifestyle areas. However, their relevance in the promotion of monuments, destinations, and in the tourism industry, in general, is still an academically unexplored subject. Consequently, this investigation aims to contribute to the filling of this information gap, trying to understand the importance of digital influencers on the promotion of a destination. Receiving around 4,5 million tourists per year, Lisbon was the destination selected for this work. The first methodological step was to analyse YouTube vlogs (video-blogs) of the city, posted by digital influencers. This step was important to establish the most promoted monument in Lisbon, which is Torre de Belém. As a mean of getting primary data about the relevance of digital influencers, there were conveyed surveys to the tourists that visited the monument. The results suggest that digital influencers are not the main form of promoting a destination, but they can be an important marketing strategy for a specific target market.