Building buyer personas to create virtual influencers as a digital marketing strategy in tourism contexts

• Pérez Sánchez, Mónica ^[1] ; Casanoves Boix, Javier ^[2] ; Mejía Rocha, Mónica Isabel ^[1]
  1. [1] Universidad de Guanajuato

     Universidad de Guanajuato

     México

     
  2. [2] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: Revista de Ciencias de la Comunicación e Información, ISSN-e 2695-5016, Vol. 30, Nº. 1, 2025, págs. 1-27
• Idioma: inglés
• DOI: 10.35742/rcci.2025.30.e340
• Títulos paralelos:
  • La construcción del buyer persona para crear influencers virtuales como estrategia de marketing digital en contextos turísticos
• Enlaces
  • Texto completo
• Resumen
  • español

    Introducción: Las buyer personas, representaciones semi-ficticias de los clientes, se han vuelto esenciales en el marketing digital para personalizar estrategias y mejorar la relación con los consumidores a través de mayor precisión en la segmentación. El objetivo de este trabajo es desarrollar buyer personas que permita proponer el perfil de un influencer virtual para la ciudad de San Miguel de Allende, México. Metodología: El diseño de investigación descriptivo transversal múltiple de la investigación se apoya en la recogida de datos cualitativos y cuantitativos oficiales publicados por la “Secretaría de Turismo” y el “Observatorio Turístico del Estado de Guanajuato” para conocer el perfil del turista de la Ciudad de San Miguel de Allende y el análisis de comportamiento en línea para obtener patrones de comportamiento y desarrollar buyer personas, para afinar las primeras propuestas se utilizan técnicas de etnografía digital y análisis de datos, así se crean perfiles detallados y precisos de los clientes ideales. Resultados: A través del marco metodológico propuesto es posible proporcionar a los profesionales del marketing una herramienta práctica para crear influencers virtuales con base en buyer personas. Discusión: el buyer persona puede ser la base para construir un influencer virtual que promueva destinos y turismo. Conclusiones: las buyer personas son una herramienta poderosa para comprender y lograr servicios personalización al cliente en un entorno digital dinámico y es ahora más imprescindible en la implementación de estrategias de marketing digital.

  • English

    Introduction: Buyer personas, semi-fictional representations of customers, have become essential in digital marketing to personalise strategies and improve the relationship with consumers through greater precision in segmentation. The objective of this work is to develop buyer personas to propose the profile of a virtual influencer for the city of San Miguel de Allende, Mexico. Methodology: The multiple cross-sectional descriptive research design is based on collecting official qualitative and quantitative data published by the “Ministry of Tourism” and the “Guanajuato State Tourism Observatory”, to know the profile of the tourist of the city of San Miguel de Allende, and analysing online behaviour to identify behavioural patterns and develop buyer personas to refine the initial proposals using techniques of digital ethnography and data analysis, thus creating detailed and accurate profiles of ideal customers. Results: Through the proposed methodological framework, it is possible to provide marketers with a practical tool to create virtual influencers based on buyer personas. Discussion: The buyer persona can be the basis for building a virtual influencer to promote destinations and tourism. Conclusions: Buyer personas are a powerful tool for understanding and delivering personalised customer service in a dynamic digital environment, and are now even more essential in the implementation of digital marketing strategies.

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