Influencer marketing in the tourism sector
Metadatos
Mostrar el registro completo del ítemcomunitat-uji-handle:10234/158176
comunitat-uji-handle2:10234/71324
comunitat-uji-handle3:10234/97525
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TFG-TFMMetadatos
Título
Influencer marketing in the tourism sectorAutoría
Tutor/Supervisor; Universidad.Departamento
Berlanga Clavijo, Jose GuillermoFecha de publicación
2022-07-12Editor
Universitat Jaume IResumen
This study has the objective of analyzing how marketing in the tourism sector is adapting to
the new lifestyles of society as a result of major technological advances. More specifically,
how marketing is being ... [+]
This study has the objective of analyzing how marketing in the tourism sector is adapting to
the new lifestyles of society as a result of major technological advances. More specifically,
how marketing is being introduced in social networks and how it should reach the masses
through a figure that represents them as an influencer.
The new forms of promotion in the tourism sector require a new strategic point of view that
provides companies with a more efficient and satisfactory way to interact with the tourist
user. In this context, traditional word-of-mouth has been evolving towards a new direction
called Social Marketing Influencer (SMI), a new way of promotion that provides businesses
with the benefits of accessing a wider and more diverse audience.
Therefore, the purpose of this study is to explore what influencer marketing is all about and
how influencers can influence buyers, why companies today are investing more and more in
these advertising campaigns and what aspects they focus on when they intend to enter the
world of influencer marketing and what is the process that needs to be carried out in order to
carry out an advertising campaign through social networks.
So, this thesis is presented to determine the impact of SMI in the tourism sector, study the
brands and influencers that use this marketing approach, and finally analyze what is the
behavior that end up adopting those users who use social networks and follow these
influencers. We will use the capital city of Madrid as a case study in order to find out if SMI
can be used in this sector to increase tourism and prestige. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2021/2022
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess