The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya

Introduction Destination management organizations are using influencer marketing to implement alliances with influencers to actively stimulate tourist visits. This study analyzes the tourism promotion strategy employed by the content creators hired by the Quintana Roo Tourism Promotion Council to promote the Riviera Maya in Mexico. Methods Using a mixed methodology approach and drawing on the functionalist paradigm of communication, the content of the publications is examined. Results and discussion The results show that the physical appearance and communication skills of influencers have an impact on tourists’ travel intentions. Moreover, the analysis concludes that the motivation conveyed by the influencer shapes the reception of the message.