Residents as Destination Influencers during COVID-19

While the tourism sector is experiencing one of the worst crises in its history due to COVID-19, institutions and governments continue to try to minimize the effects. Social networks have become an indispensable tool for communications and product sales. This case study focuses on integrating the use of social networks for the tourism sector in order to contribute to the reconstruction of the territory of Andalusia. To achieve this goal, a multistage content analysis has been carried out. On the one hand, the metrics of the institution in charge of tourism in the region have been analyzed, and on the other hand, the same study has been carried out with the residents. From this comparison it is established that residents attract more comments and responses in their individual posts about Andalusia than those published by the Andalusian government entity. Therefore, the resident can become the influence of his territory and can contribute to attract tourists and to show the products that are offered in his region. This research provides the evidence for the institutions in charge of promoting tourism to take into account the resident as a dynamic agent in overcoming the consequences of the pandemic.