El influencer 2.0 turístico: de turista anónimo a líder de opinión

Alba-María Martínez-Sala; Juan Monserrat-Gauchi; Jesús Searra Saavedra

doi:10.4185/RLCS-2019-1388

Authors

Alba-María Martínez-Sala University of Alicante http://orcid.org/0000-0002-6852-6258
Juan Monserrat-Gauchi University of Alicante http://orcid.org/0000-0003-1818-2968
Jesús Searra Saavedra University of Alicante https://orcid.org/0000-0001-9420-5258

DOI:

https://doi.org/10.4185/RLCS-2019-1388

Keywords:

Communication Strategy, Relational factor, Influencer, Social Networks, Tourism, Web 2.0.

Abstract

Introduction. This research examines the role of the influencer in the tourism sector and its integration into the communication strategies of the main Spanish destinations. Methods. The study is based on the analysis of the reach of the main influencer tourists 2.0 in social networks and, specifically, on Facebook. Influencers’ communicative and relational potential is evaluated in this social network by means of quantitative content analysis. The study is complemented with an analysis of the opinions of the digital communication managers of the selected sample of destinations. Results and conclusions. The results confirm the importance and advantages of the influencer tourist 2.0, as well as its full implementation in tourism communication strategies. The study and its conclusions contribute to the scarce theoretical body on the role of the influencer in the tourism sector. Likewise, the methodological process constitutes a model for the selection of influencer tourists 2.0, which is of great academic and professional interest.

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Author Biographies

Alba-María Martínez-Sala, University of Alicante

Alba-María Martínez-Sala holds a BA degree in Information Sciences (Advertising and Public Relations) from the Complutense University of Madrid, a PhD degree in Fine Arts (Art and Graphic Design), with Distinction, from the Miguel Hernández University. Professor in the BA programme in Advertising and Public Relations of the University of Alicante and in the Official Master in Event Management, Protocol and Institutional Relations of the Mediterranean Institute of Protocol Studies (IMEP). Her main lines of research are digital communication in the public and private spheres, specifically in the institutional tourism sector and the franchise industry. Member of the research groups “Compubes” (University of Alicante) and Strategic Communication Management (GCE, Private Technical University of Loja, Ecuador). She has worked in several private organisations in the field of marketing and communication at the service of advertisers and public and private brands.

Juan Monserrat-Gauchi, University of Alicante

Full Professor at the Department of Communication and Social Psychology of the University of Alicante. PhD degree in Information Sciences from the Cardenal Herrera University of Valencia and a BA degree in Information Sciences: Advertising and Public Relations from the Polytechnic University of Valencia. Former guest researcher at the University of Playa Ancha, Valparaiso, Chile; the National Autonomous University of Mexico and California State University (USA). His main lines of research are communication in the franchise industry, commercial communication systems and processes, and communication for specific audiences. Member of the “Compubes” and “Fisec” research groups, and of the Observatory of Social Science Journals. Winner of the National Franchise Award for best analytical and research work.

Jesús Searra Saavedra, University of Alicante

PhD in Audiovisual Communication and Advertising and BA degree in Advertising and Public Relations from the University of Alicante (UA). Accredited as Associate Professor by National Agency for Quality Assessment and Accreditation of Spain (ANECA). Teacher and Professor of Communication at the University of Alicante and the International University of La Rioja (UNIR). Researcher in the COMPUBES research group of the University of Alicante. Deputy technical editor of the Mediterranean Journal of Communication co-edited by the University of Alicante and the University of Zaragoza; deputy editor of Health and Addictions Magazine (Drug Research Institute - INID) of the Miguel Hernández University (UMH); collaborator of the Latina Journal of Social Communication (University of La Laguna) and member of the Spanish Association of Communication Research (AE-IC) the Latina Society of Social Communication (SLCS), the Latin Platform of Communication Journals (PLATCOM), the International Network of Researchers in Advertising (RELAIP), and the International Network of Communication Historiographers (RIdHC).

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