| dc.description.abstract | This research addresses the new modality of promotion in the tourism industry by
influencers through social networks, specifically in the canton of Cuenca, Ecuador.
The objective of this research analyzes influencers in relation to the tourism
promotion carried out through social networks of the aforementioned canton.
The research approach is mixed, exploratory and cross-sectional for the first
objective of the research and longitudinal during the year 2021 for the remaining
two objectives; in the qualitative phase, semi-structured interviews are conducted
with Ecuadorian influencers who have promoted the Cuenca canton, belonging to
other provinces of Ecuador that have promoted the country and other destinations
around the world, the content published on social networks in a general and
specific way of each influencer and the comments present in three of their
publications in the Cuenca canton are also studied.
In the quantitative phase, the engagement rate of the influencers' profiles in their
most representative social network is determined.The study demonstrates the
theoretical knowledge of influencers in relation to tourism activity, the motivations
of influencers to promote tourism in various destinations around the world, their
most representative social networks, the particular characteristics of the digital
content of each influencer analyzed and the scope of influencers as a new modality
to promote tourism in canton Cuenca.
Keywords: influencers, social networks, tourism promotion, Cuenca, digital content | |
