The majority of consumers of tourism products and services in Latin America reported a high impact of social media influencers on their purchase decision, according to a 2019 survey carried out by Axon. For instance, eight out of ten respondents said that they were highly influenced by social media celebrities when choosing a tourism destination. Regarding hotels and airlines, 75 percent of Latin Americans surveyed also reported a high level of impact of influencers in their selection of those services. Moreover, 71 percent of respondents also acknowledged that they were influenced by an internet celebrity when deciding for a travel agency.
Share of consumers that reported a high impact of social media influencers on their purchase decision of tourism products in Latin America in 2019, by type of product
* Survey was conducted among attendees of the 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, instagramers, snapchaters, bloggers, twitters, and similar.
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AXON Marketing & Communications. (July 13, 2020). Share of consumers that reported a high impact of social media influencers on their purchase decision of tourism products in Latin America in 2019, by type of product [Graph]. In Statista. Retrieved December 04, 2024, from https://www.statista.com/statistics/1133423/impact-influencers-purchase-tourism-services-latin-america/
AXON Marketing & Communications. "Share of consumers that reported a high impact of social media influencers on their purchase decision of tourism products in Latin America in 2019, by type of product." Chart. July 13, 2020. Statista. Accessed December 04, 2024. https://www.statista.com/statistics/1133423/impact-influencers-purchase-tourism-services-latin-america/
AXON Marketing & Communications. (2020). Share of consumers that reported a high impact of social media influencers on their purchase decision of tourism products in Latin America in 2019, by type of product. Statista. Statista Inc.. Accessed: December 04, 2024. https://www.statista.com/statistics/1133423/impact-influencers-purchase-tourism-services-latin-america/
AXON Marketing & Communications. "Share of Consumers That Reported a High Impact of Social Media Influencers on Their Purchase Decision of Tourism Products in Latin America in 2019, by Type of Product." Statista, Statista Inc., 13 Jul 2020, https://www.statista.com/statistics/1133423/impact-influencers-purchase-tourism-services-latin-america/
AXON Marketing & Communications, Share of consumers that reported a high impact of social media influencers on their purchase decision of tourism products in Latin America in 2019, by type of product Statista, https://www.statista.com/statistics/1133423/impact-influencers-purchase-tourism-services-latin-america/ (last visited December 04, 2024)
Share of consumers that reported a high impact of social media influencers on their purchase decision of tourism products in Latin America in 2019, by type of product [Graph], AXON Marketing & Communications, July 13, 2020. [Online]. Available: https://www.statista.com/statistics/1133423/impact-influencers-purchase-tourism-services-latin-america/
