¿Cómo influye la publicidad generada por creadores de contenido/influencers en la elección de un destino turístico? Caso Viajero Hostels Guatapé

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dc.contributor.advisorMarroquin, Fernando
dc.creatorRuiz Peralta, Andrés Felipe
dc.date.accessioned2025-12-04T14:06:12Z
dc.date.created2025-11-18
dc.description.abstractDurante los últimos años, las redes sociales se han transformado en una herramienta crucial para la promoción y difusión de servicios de hospedaje en el sector turístico. Es así como, con el crecimiento en el uso de plataformas como Instagram, Facebook o Tiktok, nace la figura de los creadores de contenido e influencers: usuarios que comparten contenidos audiovisuales con el fin de generar una comunidad y hacer crecer su presencia digital. Así mismo, empresas como Viajero Hostels, la cadena de hostales líder en el mercado latinoamericano, con más de 25 propiedades en 9 países, empieza a incluir a estos creadores e influencers como nuevos “canales de difusión” en su estrategia de mercadeo, con el objetivo de conseguir una mayor cantidad de reservas en sus operaciones y lograr convertir a las comunidades y usuarios en clientes de la marca.
dc.description.abstractenglishIn recent years, social media has transformed into a crucial tool for the promotion and dissemination of accommodation services in the tourism sector. With the growth in the use of platforms like Instagram, Facebook, and TikTok, the figure of content creators and influencers emerged: users who share content with the aim of generating a community and growing their digital presence. Similarly, companies like Viajero Hostels, the leading hostel chain in the Latin American market, with over 25 properties in 9 countries, have started to include these creators and influencers as new 'channels of diffusion' in their marketing strategy, with the goal of achieving more bookings in their operations and turning communities and users into customers of the brand.
dc.format.extent79 páginas
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/20.500.12010/38548
dc.language.isoes
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dc.subjectPublicidad digital
dc.subjectInfuencers
dc.subjectCreadores de contenido
dc.subjectTurismo
dc.subjectHosteles
dc.subject.keywordDigital advertising
dc.subject.keywordInfluencers
dc.subject.keywordContent creators
dc.subject.keywordTourism
dc.subject.keywordHostels
dc.subject.lembMercadeo turístico - Redes sociales
dc.subject.lembInfluenciadores (Medios sociales) - Publicidad
dc.subject.lembEmpresas de hospedaje
dc.title¿Cómo influye la publicidad generada por creadores de contenido/influencers en la elección de un destino turístico? Caso Viajero Hostels Guatapé
dc.type.coarhttp://purl.org/coar/resource_type/c_7a1f

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