TikTok como plataforma de promoción turística. Análisis del impacto de la estrategia de influencers

Abstract

Abstract: This study examines TikTok as a revolutionary tool for tourism promotion, focusing on the most influential travel influencers in Ibero-America. The research explores the economic, cultural, and social impact of their content through a mixed-methods approach, using a sample of four accounts. Essential performance factors such as participation, reach and engagement were evaluated, establishing the audience's interaction with their publications. Additionally, a content analysis was carried out, detecting videos that promote sustainable tourism, adventure, and gastronomy. The results indicate that, although the influencers studied carry out advertising and tourism promotion campaigns, these do not produce a considerable impact. This is a result of reduced activity and a limitation when creating content during the three months of high season, which impacts its dissemination and interaction. The absence of consistency and adequate engagement techniques restricts its effectiveness. It follows that TikTok is revolutionizing tourism promotion, promoting a closer connection between destinations and users, establishing itself as an essential instrument in the digital communication of the tourism sector.