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

Summary/Abstract: 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 themeans of presenting opinions, experiences and recommendations. The authors have applied a quantitativeand qualitative content analysis to the Instagram posts and photos. The findings reveal that more than halfof 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 studyhighlights the significant role of visual content in shaping audience perceptions and underscores the needfor influencers to use stereotypes responsibly. The research contributes to understanding the role of socialmedia influencers in creating the image of a destination and shaping consumer decisions in tourism services.

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