Travel influencers as a factor in choosing a tourist destination post covid-19: Analysis of the national tourist

Abstract

Tourism in recent years has given Peru greater economic income; However, it is currently one of the sectors most affected by the COVID-19 pandemic that has led to the paralysis of tourist activities, economically affecting the entire sector, this has forced to rethink strategies that contribute to its reactivation; One of them are the so-called travel influencers who have achieved great acceptance among tourists. This event has motivated this study with the aim of analyzing how these digital icons contribute to the reactivation of national (internal) tourism as a factor in choosing the destination. For this, 339 surveys were carried out through a quantitative, descriptive, and cross-sectional approach, the results of which determined that the function they fulfill has a significant impact on this sector through the visual and didactic material they promote.