Influencer Intentions and Usage of Stereotypes: travel content on Instagram for Italy, Morocco, Portugal and Tunisia

This study investigates how travel Instagram influencers use stereotypes in their content on Italy, Morocco, Portugal and Tunisia. By analysing posts and photos, the research examines the frequency of per- petuating or debunking stereotypes, intentions regarding visits to a destination behind these actions, and the means of presenting opinions, experiences and recommendations. The authors have applied a quantitative and qualitative content analysis to the Instagram posts and photos. The findings reveal that more than half of the posts perpetuate stereotypes, while photos show a more balanced distribution. Encouraging or dis- couraging intentions regarding visits are more common in content that perpetuates stereotypes. The study highlights the significant role of visual content in shaping audience perceptions and underscores the need for influencers to use stereotypes responsibly. The research contributes to understanding the role of social media influencers in creating the image of a destination and shaping consumer decisions in tourism services.