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The Use of Virtual Influencers in the Tourism Sector
Abstract
The emerging trend of using virtual influencers in tourism is transforming how companies engage with travelers, becoming a mass phenomenon among younger digital audiences. These characters, crafted using CGI (Computer-Generated Imagery) by digital marketing teams, are not only used to promote destinations but also serve as virtual guides, assisting users in planning their trips. Thanks to their ability to adapt and emphasize brand values, virtual influencers can produce unlimited, engaging content without geographic or temporal restrictions. This chapter analyzes the impact of using virtual influencers in the tourism sector, addressing both the benefits and the ethical challenges they present. To this end, a content analysis was conducted on seven virtual influencers, two of whom focus exclusively on tourism and travel. In conclusion, virtual influencers represent an innovative tool for tourism, with the potential to enhance engagement and sustainability in destination promotion, though challenges of authenticity and trust must be addressed to maximize their impact.
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