Análisis de los influencers en la promoción turística del cantón Cuenca, realizada a través de redes sociales

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