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Digital Influencers and Tourist Destinations: Cristiano Ronaldo and Madeira Island, from Promotion to Impact

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Advanced Research in Technologies, Information, Innovation and Sustainability (ARTIIS 2021)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1485))

Abstract

With the advent of the internet and the consequent emergence of social networks, a new era in the way of communicating and interacting began. Its influence on tourism and on the destination’s image also emerged. When the most followed person worldwide on social networks, Cristiano Ronaldo, regularly promotes the image of Madeira, where he was born, it is pertinent to assess the impact of this combination on the significant number of awards obtained by the Island over the past few years, within the scope of the World Travel Awards. The present work will answer two research questions: i) Do Cristiano Ronaldo influence, in a positive and significant way, the perception of the image of Madeira Island? ii) Do the island’s natural attributes overlap, in a positive and significant way, over the others, in the perception of the image of Madeira Island? The results, under a descriptive research plan—obtained from mix method approach with secondary data and a questionnaire with 477 participants—support the association of phenomena between the awards obtained by Madeira and the publications made by Cristiano Ronaldo on social networks. It is recognized by the respondents the influence that the football player has in the promotion of the Island, as well as the prevalence of natural factors compared to the others in the perceived image. The results give a relevant contribution to the various local stakeholders, from public entities to private operators, opening space for future investigations with the intervention of new participants in the study and other variables in the research.

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Acknowledgments

This research received support from the Centre of Studies in Geography and Spatial Planning (CEGOT), funded by national funds through the Foundation for Science and Technology (FCT) under the reference UIDB/04084/2020.

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Authors and Affiliations

  1. Faculty of Arts and Humanities, University of Coimbra, Coimbra, Portugal

    Pedro Vaz Serra & Cláudia Seabra

  2. CEGOT - Centre of Studies in Geography and Spatial Planning, Coimbra, Portugal

    Cláudia Seabra

  3. CISeD - Research Center in Digital Services, Viseu, Portugal

    Cláudia Seabra

Authors
  1. Pedro Vaz Serra
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  2. Cláudia Seabra
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Editors and Affiliations

  1. Universidad Estatal Península de Santa Elena, La Libertad, Ecuador

    Teresa Guarda

  2. Universidade do Minho, Guimarães, Portugal

    Filipe Portela

  3. Universidade do Minho, Guimarães, Portugal

    Manuel Filipe Santos

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Vaz Serra, P., Seabra, C. (2021). Digital Influencers and Tourist Destinations: Cristiano Ronaldo and Madeira Island, from Promotion to Impact. In: Guarda, T., Portela, F., Santos, M.F. (eds) Advanced Research in Technologies, Information, Innovation and Sustainability. ARTIIS 2021. Communications in Computer and Information Science, vol 1485. Springer, Cham. https://doi.org/10.1007/978-3-030-90241-4_24

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  • DOI: https://doi.org/10.1007/978-3-030-90241-4_24

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