Analysis of the Content Generated by Brazilian LGBTQIAP+ Digital Influencer in Tourism and Travel

Cómo citar

Araújo Júnior, W., Rodrigues Soares, J. R., Cembranel, P., & Costa Perinotto, A. R. (2025). Analysis of the Content Generated by Brazilian LGBTQIAP+ Digital Influencer in Tourism and Travel. Comunicación, Cultura Y Política, 16. https://doi.org/10.21158/21451494.v16.2025.4200

Publicado: Oct 11, 2025

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https://doi.org/10.21158/21451494.v16.2025.4200

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Vol. 16 (2025): Paradiplomacia e internacionalización territorial: resiliencia y reconstrucción

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Artículos

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Wellington Araújo Júnior

Universidade Estadual do Ceará- UECE, Brasil

https://orcid.org/0000-0002-9236-9280

Jakson Renner Rodrigues Soares

Universidad de Coruña

https://orcid.org/0000-0002-9859-8009

Priscila Cembranel

Universidade Federal do Paraná -UFPR, Brasil

https://orcid.org/0000-0002-9560-686X

Andre Riani Costa Perinotto

Universidade Federal do Paraná -UFPR, Brasil

https://orcid.org/0000-0001-7094-3758

Resumen

This study analyzed how Brazilian LGBTQIAP+ digital influencer operate on the social network Instagram, structure their posts, and contribute to the discourse on tourism and diversity. Based on a qualitative approach grounded in netnography and content analysis, five main categories of publications were identified: sharing experiences, advertising, travel tips, destination recommendations, and personal experiences. The results showed that, although the initial expectation was a more explicit promotion of LGBTQIAP+ tourism, the theme appears subtly, revealing a paradiplomatic dimension within the influencer’ communicative practices. By sharing experiences, translating lived situations into travel advice, and engaging with diverse audiences, these content creators act as non-state cultural mediators, projecting images of inclusion and hospitality that reinforce the soft power and symbolic governance of territories. The study concludes that the role of digital influencer goes beyond the promotional sphere, constituting a communicative practice that contributes to cultural diplomacy and strengthens Brazil’s image as a diverse and inclusive destination.

Palabras clave

Movimientos sociales

Turismo - Brasil

Redes sociales

Diplomacia - Cultura

Minorías sexuales

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