Como nasce um influenciador de viagens?

: o percurso e perspetivas de criadores de conteúdo no Instagram

Abstract

This dissertation analyzes the role of digital influencers in the promotion of tourist destinations, specifically in Portugal. It begins by exploring tourism as an economic and social phenomenon, addressing its evolution in contexts of unpredictability, including the impact of Covid-19 and the transformations in the sector during the post-pandemic period. The study also examines tourist behavior as consumers, highlighting the importance of tourist destinations and the different types of tourists and tourism. In the digital context, it analyzes the growth of social web and the role of user generated content in shaping the image of destinations. Instagram is identified as one of the main platforms of influence, where content creators use influencer marketing strategies to shape travelers’ decisions. The dissertation further explores the activities of travel influencers, investigating how their credibility, reach, and visual storytelling impact the desire to travel and the choice of destinations. The research adopts a qualitative approach, using semi-structured interviews with influencers specialized in tourism to understand their perceptions of the sector. The results demonstrate that digital influencers play a central role in tourism communication, reinforcing the image of Portugal as an attractive destination.

Date of Award	22 May 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Teresa Sofia Pereira Dias de Castro (Supervisor)