O impacto dos influenciadores digitais na escolha de destinos turísticos por parte da Geração Z

Abstract

This dissertation aims to understand the impact of digital influencers on the process of choosing a tourist destination for Generation Z youth. It also aims to understand how these digital influencers present different destinations through their accounts. A content analysis was carried out on two Instagram accounts of digital influencers related to tourism. This analysis focused on the last trip made by each of the influencers - both at the end of May - to try and understand how the influencers present the destinations they travel to. Next, a questionnaire survey was carried out among young people from Generation Z, Instagram users and followers of digital influencers related to tourism. This questionnaire was designed to understand how these individuals perceive the impact of influencers. The results obtained from the content analysis show that digital influencers rely heavily on the use of Reels to promote their travel content and use both video editing and music to edit their posts. They also prefer appearing in their posts rather than just showing the scenery and places they pass through. However, there are some differences, such as the fact that when some digital influencers travel, they like to talk about their own trip, while others, despite posting from where they are, prefer to talk about Lifestyle or Romance. Regarding the results obtained from the questionnaire survey, it was possible to see that the respondents feel that they suffer a certain impact most of the time because of digital influencers when they need to choose a tourist destination to travel to.

Date of Award	11 Mar 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)