Influence of content creators on purchase decisions for tourism services via social media in Ecuador
Keywords:
Content creators, influence, purchasing decision, tourism services, social mediaAbstract
The evolution and growth of social media have transformed how advertising is conducted in traditional media particularly within the tourism sector. Content creators or influencers have become key spokespersons for promoting tourist destinations, accommodation options, and other traveler services, as well as special offers and packages from travel agencies. Furthermore, they provide a preview or a destination by showcasing their own travels and offering recomendaciones for an unforgettable experience. This research Study examines influence of content creators on purchase decisions for tourism services via social media in Ecuador. It is based on a scientific review covering the years 2021 – 2026, analyzing various studies on influencer marketing, tourist behavior, social media, credibility, purchase intention, and digital tourism advertising. The results indicate that the influence of these figures depends not merely on follower count, but on a combination of factors such as credibility, content quality, perceived experience, and the ability to build trust while maintaining an emotional connection. Additionally, social media enables users to search for information from diverse sources, compare options, minimize uncertainty, and select the most viable choice. Social media allows for outreach to both locals and foreigners, expanding opportunities for tourism promotion; however, challenges remain regarding the proper selection of influencers and ensuring information quality to foster trust. It is vital to develop strategies that aling with user needs and expectations. The Study concludes that influencers can shape perceptions and purchase intentions, provided their communication is perceived as trustworthy, authentic, and relevant.
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