Reels Versus Reality: Comparing Influencer Content with Real-World Travel Experiences

André Luiz Vieira Soares ()
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André Luiz Vieira Soares: Catholic University of the Sacred Heart

A chapter in Information and Communication Technologies in Tourism 2025, 2025, pp 349-359 from Springer

Abstract: Abstract This study examines the impact of Instagram Reels created by influencers on tourist perceptions, focusing on Rome’s Colosseum. Using Netnography and Expectation-Confirmation Theory, it analyses how influencer-generated content shapes user expectations and compares these with real-life experiences shared in comments. Influencers often present idealized views, omitting issues like overcrowding and safety, which frequently emerge in user feedback. Categories such as “hidden spots” and “itinerary tips” attract high engagement but often lead to user dissatisfaction when reality falls short. Short videos produced by influencers may offer less authentic portrayals and influence the tourist experience, since the findings suggests a gap between promoted and actual experiences.

Keywords: Destination image; Influencer marketing; Instagram reels; Netnography (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-83705-0_29

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DOI: 10.1007/978-3-031-83705-0_29

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