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ORIGINAL RESEARCH article

Front. Commun.
Sec. Advertising and Marketing Communication
Volume 9 - 2024 | doi: 10.3389/fcomm.2024.1502109
This article is part of the Research Topic Including the Audience in Integrated Marketing Communication and Branding: Social Media, Gaming, and Beyond View all 4 articles

The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya

Provisionally accepted
Alma Alma Belén Rodríguez-Hidalgo Alma Alma Belén Rodríguez-Hidalgo 1José Sixto-García José Sixto-García 2*Ana Leticia Tamayo-Salcedo Ana Leticia Tamayo-Salcedo 1
  • 1 Universidad Autónoma del Estado de México, Toluca, México, Mexico
  • 2 University of Santiago de Compostela, Santiago de Compostela, Spain

The final, formatted version of the article will be published soon.

    Destination management organizations are using influencer marketing to implement alliances with influencers to actively stimulate tourist visits. This study analyzes the tourism promotion strategy employed by the content creators hired by the Quintana Roo Tourism Promotion Council to promote the Riviera Maya in Mexico. Using a mixed methodology approach and drawing on the functionalist paradigm of communication, the content of the publications is examined, the results show that the physical appearance and communication skills of influencers have an impact on tourists' travel intentions. Moreover, the analysis concludes that the motivation conveyed by the influencer shapes the reception of the message.

    Keywords: Persuasive Communication, Tourism marketing, Influencer, purpose of the trip, tourism promotion, influencer marketing

    Received: 26 Sep 2024; Accepted: 30 Dec 2024.

    Copyright: © 2024 Belén Rodríguez-Hidalgo, Sixto-García and Tamayo-Salcedo. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: José Sixto-García, University of Santiago de Compostela, Santiago de Compostela, Spain

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.