Empowering tourists: A study of the blogger phenomenon in the Spanish tourism sector

Abstract

This research analyses the phenomenon of bloggers, as influencers, in the Spanish tourism sector. The main aim of this study is to analyze their incorporation into communication policies of a sample of tourist destinations, and to evaluate the communicative and relational potential that their social networks profiles offer to these destinations. A combination of quantitative methods (quantitative content analysis and surveys) is proposed to achieve this objective. The results show the social reach achieved by these empowered tourists and the benefits they offer to tourism destinations.