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Abstract(s)
A presente dissertação tem como objetivo perceber o impacto dos influenciadores digitais no processo de escolha de um destino turístico para os jovens da Geração Z. Para além disto visa também a compreender de que forma é que estes influenciadores digitais apresentam os diferentes destinos através das suas contas. A dissertação apresenta uma análise de conteúdo a duas contas do Instagram de influenciadores digitais relacionados com turismo. Esta análise debruçou-se sobre todas as viagens dos influenciadores realizadas em 2023, de forma a tentar perceber como é que estes apresentam os destinos. De seguida foi também realizado um inquérito por questionário aos jovens da Geração Z, utilizadores do Instagram e seguidores de influenciadores digitais relacionados com turismo. Este inquérito por questionário foi feito com o objetivo de perceber como estes indivíduos percecionam o impacto dos influenciadores digitais nas suas decisões sobre viagens. Com os resultados obtidos da análise de conteúdo foi possível perceber que os influenciadores digitais apostam fortemente na utilização de Reels para divulgar os seus conteúdos de viagens e utilizam sobretudo conteúdos de vídeo com música nas suas publicações. Para além disso, também têm preferência em aparecer nas publicações que fazem ao invés de apenas darem destaque à paisagem e aos locais. Já no que diz respeito aos resultados obtidos do inquérito por questionário, foi possível constatar que os inquiridos sentem que sofrem que a sua decisão de escolha de destinos turísticos é influenciada pelos conteúdos dos influenciadores que seguem no Instagram.
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.
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.
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Keywords
Marketing de influência Instagram Influenciadores digitais Geração Z Turismo Destinos turísticos Influencer marketing Digital influencers Generation Z Tourism Tourist destinations