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

Abstract

Abstract: This research study aims to analyze tourism promotion on TikTok through key travel influencers during the peak tourism season, spanning from June 1 to August 31, 2025. The study focused on identifying the content strategies implemented by five travel influencers, evaluating their impact through digital performance indicators. To this end, a mixed-methods approach was applied, combining quantitative analysis of digital metrics such as follower counts, audience growth, and engagement with a qualitative analysis of the content published during the study period. The results demonstrate that TikTok is a strategic tool for tourism promotion, given its capacity to generate interaction, interest, and reach among users. Furthermore, it was found that content strategies centered on travel experiences, destination recommendations, and audiovisual storytelling effectively capture the attention of digital audiences. Consequently, these findings shed light on the role of influencers as pivotal actors in digital tourism communication and serve as a starting point for future marketing and tourism promotion initiatives across digital media.