Three quarters of tourism consumers in Latin America who followed social media influencers said that they did it mainly due to the specialized content, according to a survey carried out by Axon in 2019. For another 23 percent of respondents, the reason was the news or trends provided by the influencers they followed. Only two percent of Latin American tourism consumers followed social media influencers just because of the number of followers they had.
Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019
Base sample: 82 percent of respondents who reported to follow social media influencers
Method of interview
Face-to-face interview
Supplementary notes
* Survey was conducted among attendees to the international ANATO fair in Bogota, Colombia. The sample of the survey include 100 users of tourism services and 50 tourism service providers such as destination promotion agencies, travel agencies, hotels, and airlines.
The term social media influencers encompasses youtubers, instagrammers, snapchatters, bloggers, twitters, and similar.
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AXON Marketing & Communications. (July 13, 2020). Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019 [Graph]. In Statista. Retrieved November 10, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
AXON Marketing & Communications. "Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019." Chart. July 13, 2020. Statista. Accessed November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
AXON Marketing & Communications. (2020). Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019. Statista. Statista Inc.. Accessed: November 10, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
AXON Marketing & Communications. "Motivations of Tourism Consumers to Follow Travel, Fashion, And/or Lifestyle Influencers on Social Media in Latin America in 2019." Statista, Statista Inc., 13 Jul 2020, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
AXON Marketing & Communications, Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019 Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/ (last visited November 10, 2024)
Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019 [Graph], AXON Marketing & Communications, July 13, 2020. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
