RT Journal Article
T1 The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya
A1 Rodríguez-Hidalgo, Alma Belén
A1 Sixto García, José
A1 Tamayo-Salcedo, Ana Leticia
K1 Persuasive communication
K1 Tourism marketing
K1 Influencer
K1 Purpose of the trip
K1 Tourism promotion
K1 Influencer marketing
AB Introduction: 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.Methods: Using a mixed methodology approach and drawing on the functionalist paradigm of communication, the content of the publications is examined.Results and discussion: 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.
PB Frontiers Media
YR 2025
FD 2025
LK https://hdl.handle.net/10347/42876
UL https://hdl.handle.net/10347/42876
LA eng
NO Belén Rodríguez-Hidalgo A, Sixto-García J and Tamayo-Salcedo AL (2025) The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya. Front. Commun. 9:1502109. doi: 10.3389/fcomm.2024.1502109
NO The author(s) declare that financial support was received for the research, authorship, and/or publication of this article. This article is part of the R&D project Digital-native media in Spain: Strategies, competencies, social involvement and (re)definition of practices in journalistic production and diffusion (PID2021-122534OB-C21), funded by MICIU/AEI/10.13039/501100011033 and “ERDF/EU.”
DS Minerva
RD 22 abr 2026