La construcción del buyer persona para crear influencers virtuales como estrategia de marketing digital en contextos turísticos
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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.
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