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A Comunicação exercida pelos Travel Influencers no Instagram
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Resumo(s)
A afirmação das novas tecnologias de informação e comunicação na sociedade atual tem
causado impacto nas suas relações e decisões quotidianas. Consequentemente, originou-se
uma revolução no processo de recolha e troca de informação dos consumidores a respeito de
marcas, produtos e serviços.
Atualmente, qualquer indivíduo pode expressar a sua opinião nas suas redes sociais digitais e
partilhá-la com quem quiser a uma escala global. É neste cenário que surgem os
Influenciadores Digitais: qualquer indivíduo com uma audiência consideravelmente grande,
especialmente no Instagram, pode vir a ter uma legião de seguidores, e vir a influenciar outros
utilizadores a agir da mesma forma que eles, através da sua popularidade, singularidade e
dinamismo.
Dentro de diversas áreas e nichos, há quem exerça a sua atenção no turismo e em viagens, os
designados travel influencers. Um número crescente de indivíduos tem como base de
conhecimento, a informação transmitida por estes líderes de opinião, influenciando as suas
decisões no momento de viajar.
A partir desta apresentação, o presente estudo pretende caracterizar e analisar os formatos
que os travel influencers privilegiam na forma como comunicam os destinos e quais as
estratégias adotadas mais bem recebidas pelos seus seguidores, através da análise do
alcance das mesmas.
The use of new information and communication technologies in today's society has had an impact on their daily relationships and decisions. In consequence, a revolution has originated in the process of gathering and exchanging consumer information about brands, products and services. Nowadays, anyone can express their opinion on their social networks and share it with whoever they want on a global scale. It is in this sense that Digital Influencers emerge: anyone with a considerably large audience, especially on Instagram, where they may have a legion of followers, can influence other users to act in the same way as them, through their popularity, originality and dynamism. Within various areas and niches, there are those who focus on tourism and travel, the so called travel influencers. A growing number of people have as their knowledge base, the information transmitted by these opinion leaders, influencing their decisions when it comes the time of traveling. Considering the mentioned, this study aims to analyze how these professionals communicate the destinations they visit and which strategies adopted are more well received by followers, analyzing which ones have greater reach. Based on this presentation, this study aims to characterize and analyze the formats that travel influencers use to communicate destinations and which strategies are best received by their followers, by considering their reach.
The use of new information and communication technologies in today's society has had an impact on their daily relationships and decisions. In consequence, a revolution has originated in the process of gathering and exchanging consumer information about brands, products and services. Nowadays, anyone can express their opinion on their social networks and share it with whoever they want on a global scale. It is in this sense that Digital Influencers emerge: anyone with a considerably large audience, especially on Instagram, where they may have a legion of followers, can influence other users to act in the same way as them, through their popularity, originality and dynamism. Within various areas and niches, there are those who focus on tourism and travel, the so called travel influencers. A growing number of people have as their knowledge base, the information transmitted by these opinion leaders, influencing their decisions when it comes the time of traveling. Considering the mentioned, this study aims to analyze how these professionals communicate the destinations they visit and which strategies adopted are more well received by followers, analyzing which ones have greater reach. Based on this presentation, this study aims to characterize and analyze the formats that travel influencers use to communicate destinations and which strategies are best received by their followers, by considering their reach.
Descrição
Parceria com a Universidade de Lisboa - Instituto de Geografia e Ordenamento do Território
Palavras-chave
Comunicação e Turismo Comunicação Digital Redes Sociais Digitais Digital Influencers Marketing de Conteúdos Engagement Communication and Tourism Digital communication Social networks Content Marketing