Building buyer personas to create virtual influencers as a digital marketing strategy in tourism contexts
Article Sidebar
Main Article Content
Abstract
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.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material
Under the following terms:
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
-
NonCommercial — You may not use the material for commercial purposes.
References
Adiyono, N. G., Rahmat, T. Y., & Anindita, R. (2021). Digital marketing strategies to increase online business sales through social media. Journal of Humanities, Social Science, Public Administration and Management (Husocpument), 1(2), 31-37. https://doi.org/10.51715/husocpument.v1i2.58 DOI: https://doi.org/10.51715/husocpument.v1i2.58
Akre, V., Rajan, A., Ahamed, J., Amri, A., & Daisi, S. (2019). Smart Digital Marketing of Financial Services to Millennial Generation using emerging technological tools and buyer persona. In 2019 Sixth HCT Information Technology Trends (ITT) (pp. 120-125). https://doi.org/10.1109/ITT48889.2019.9075106 DOI: https://doi.org/10.1109/ITT48889.2019.9075106
Anaya-Sánchez, R., Mesas Ruiz, C. A., Molinillo-Jiménez, S., & Japutra, A. (2022, 11-13 July). Virtual influencers: generation of trust, loyalty and purchase intentions. AIRSI2022 International Conference. Universidad de Zaragoza, España. https://hdl.handle.net/10630/24922
Anvari, F., Richards, D., Hitchens, M., Babar, M., Tran, H., & Busch, P. (2017). An empirical investigation of the influence of persona with personality traits on conceptual design. Journal of Systems and Software, 134, 324-339. https://doi.org/10.1016/j.jss.2017.09.020 DOI: https://doi.org/10.1016/j.jss.2017.09.020
Aouad, A., Elmachtoub, A. N., Ferreira, K. J., & McNellis, R. (2023). Market segmentation trees. Manufacturing & Service Operations Management, 25(2), 371-810. https://doi.org/10.1287/msom.2023.1195 DOI: https://doi.org/10.1287/msom.2023.1195
Arsenyan, J., & Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human-Computer Studies, 155, 102694. https://doi.org/10.1016/j.ijhcs.2021.102694 DOI: https://doi.org/10.1016/j.ijhcs.2021.102694
Asociación de Internet de México. (2023). 19° Estudio sobre los Hábitos de Usuarios de Internet en México 2023. https://bit.ly/4iV4yU6
Assael, H., & Roscoe, A. M. (1976). Approaches to Market Segmentation Analysis. Journal of Marketing, 40(4), 67-76. https://doi.org/10.1177/002224297604000408 DOI: https://doi.org/10.1177/002224297604000408
Beane, T., & Ennis, D. (1987). Market Segmentation: A Review. European Journal of Marketing, 21(5), 20-42. https://doi.org/10.1108/EUM0000000004695 DOI: https://doi.org/10.1108/EUM0000000004695
Belanche, D., Casaló, L. V., & Flavián, M. (2024). Human versus virtual influences, a comparative study. Journal of Business Research, 173. https://doi.org/10.1016/j.jbusres.2023.114493 DOI: https://doi.org/10.1016/j.jbusres.2023.114493
Belova, A. (2021). Virtual influencers in multimodal advertising. Bulletin of the V. N. Karazin KhNU. Series: Foreign Philology. Methodology of teaching foreign languages, 93, 14-21. https://doi.org/10.26565/2227-8877-2021-93-02 DOI: https://doi.org/10.26565/2227-8877-2021-93-02
Berget, I. (2018). Chapter 14 - Statistical Approaches to Consumer Segmentation. In G. Ares and P. Varela (Eds.), Methods in Consumer Research (Vol. 1, pp. 353-382). Woodhead Publishing. https://doi.org/10.1016/B978-0-08-102089-0.00014-5 DOI: https://doi.org/10.1016/B978-0-08-102089-0.00014-5
Boufim, M., & Barka, H. (2021). Digital marketing: Five stages maturity model for digital marketing strategy implementation. IJBTSR International Journal of Business and Technology Studies and Research, 3(3), 1-15. https://doi.org/10.5281/zenodo.5578706
Carey, J. W. (2008). Communication as culture, revised edition: Essays on media and society. Routledge. https://bit.ly/3FUohpm DOI: https://doi.org/10.4324/9780203928912
Casanoves-Boix, J., & Pérez-Sánchez, M. (2021). Digital marketing management applied to the tourism sector: vueling airlines case study. Journal of Tourism and Heritage Research, 4(2), 9-30. http://bit.ly/3G2aNb1
Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing (6th ed.). Routledge. https://doi.org/10.4324/9781003009498 DOI: https://doi.org/10.4324/9781003009498
Choudhry, A., Han, J., Xu, X., & Huang, Y. (2022). “I Felt a Little Crazy Following a 'Doll”: Investigating Real Influence of Virtual Influencers on Their Followers. Proceedings of the ACM on Human-Computer Interaction, 6, 1-28. https://doi.org/10.1145/3492862 DOI: https://doi.org/10.1145/3492862
Conti, M., Gathani, J., & Tricomi, P. (2022). Virtual Influencers in Online Social Media. IEEE Communications Magazine, 60(8), 86-91. https://doi.org/10.1109/mcom.001.2100786 DOI: https://doi.org/10.1109/MCOM.001.2100786
Cooil, B., Aksoy, L., & Keiningham, T. L. (2008). Approaches to customer segmentation. Journal of Relationship Marketing, 6(3-4), 9-39. https://doi.org/10.1300/J366v06n03_02 DOI: https://doi.org/10.1300/J366v06n03_02
Creswell, J. W., & Plano Clark, V. L. (2023). Revisiting mixed methods research designs twenty years later. In Poth, C. N. (ed.), The Sage Handbook of Mixed Methods Research Design, pp. 21-36. https://bit.ly/47IvzYT DOI: https://doi.org/10.4135/9781529682663.n6
Davlembayeva, D., Chari, S., & Papagiannidis, S. (2025). Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective. British Journal of Management, 36(1), 202-222 https://doi.org/10.1111/1467-8551.12839 DOI: https://doi.org/10.1111/1467-8551.12839
Deb, S. K., Nafi, S. M., & Valeri, M. (2024). Promoting tourism business through digital marketing in the new normal era: a sustainable approach. European Journal of Innovation Management, 27(3), 775-799. https://doi.org/10.1108/EJIM-04-2022-0218 DOI: https://doi.org/10.1108/EJIM-04-2022-0218
Dewi, K., Ciptayani, P., Lina, P., & Yudistira, I. (2024). Modeling Ontology for Knowledge Based Buyer Persona Expert System. In 2024 International Conference
on Artificial Intelligence, Blockchain, Cloud Computing,
and Data Analytics (ICoABCD) (pp. 155-160).
https://doi.org/10.1109/ICoABCD63526.2024.10704553 DOI: https://doi.org/10.1109/ICoABCD63526.2024.10704553
Dion, D., & Arnould, E. (2015). Persona-fied brands: managing branded persons through persona. Journal of Marketing Management, 32(1-2), 121 - 148. https://doi.org/10.1080/0267257X.2015.1096818 DOI: https://doi.org/10.1080/0267257X.2015.1096818
Dondapati, A., & Dehury, R. K. (2024). Virtual vs. Human influencers: The battle for consumer hearts and minds. Computers in Human Behavior: Artificial Humans, 2(1). https://doi.org/10.1016/j.chbah.2024.100059 DOI: https://doi.org/10.1016/j.chbah.2024.100059
Echeverri Lugo, J. A., & Morales, B. D. (2018). El perfil del visitante en los diferentes eventos y destinos de Guanajuato. San Miguel de Allende y Festival Internacional de Cine. Revista Jóvenes en la Ciencia, 4(1), 1464-1469. http://repositorio.ugto.mx/handle/20.500.12059/5409
Esquivel Ríos, R., Martínez Sánchez, A., & Villaseñor Ramírez, M. M. (2022). Turismo masivo y capacidad de carga en el Centro histórico de San Miguel de Allende, Gto. Revista De Investigación Académica Sin Frontera: Facultad Interdisciplinaria De Ciencias Económicas Administrativas - Departamento De Ciencias Económico Administrativas-Campus Navojoa, 37, 19. https://doi.org/10.46589/rdiasf.vi37.452 DOI: https://doi.org/10.46589/rdiasf.vi37.452
Farrukh, M. U., Wainwright, R., Crockett, K., Mclean, D., & Dagnall, N. (2022). Building Actionable Personas Using Machine Learning Techniques. In Ishibuchi, H., Kwoh, C.-K., Tan, A.-H., Srinivasan, D., Miao, C., Trivedi, A., Crockett, K. (Ed.), 2022 IEEE Symposium Series on Computational Intelligence (SSCI) (pp. 463-472). IEEE. https://doi.org/10.1109/SSCI51031.2022.10022180 DOI: https://doi.org/10.1109/SSCI51031.2022.10022180
Fenton, A., Heinze, A., Osborne, M., & Ahmed, W. (2022). How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit. JMIR Formative Research, 6(11), e41489. https://doi.org/10.2196/41489 DOI: https://doi.org/10.2196/41489
Fisher, G. (2019). Online communities and firm advantages. Academy of Management Review, 44(2), 279-298. https://doi.org/10.5465/amr.2015.0290 DOI: https://doi.org/10.5465/amr.2015.0290
Fisher, G., Wisneski, J. E., & Bakker, R. M. (2020). Segmentation Analysis. In Strategy in 3D: Essential Tools to Diagnose, Decide, and Deliver (pp. 138-148). https://doi.org/10.1093/oso/9780190081478.003.0016 DOI: https://doi.org/10.1093/oso/9780190081478.003.0016
Fujiwara, K., Shigeno, M., & Sumita, U. (2019). A New Approach for Developing Segmentation Algorithms for Strongly Imbalanced Data. IEEE Access, 7, 82970-82977. https://doi.org/10.1109/ACCESS.2019.2923524 DOI: https://doi.org/10.1109/ACCESS.2019.2923524
Gavurová, B., Bačík, R., Fedorko, R., & Rigelský, M. (2018). Analytical view of online marketing tools in the dimension of marketing campaigns’ personalization in Slovakia. Marketing and Management of Innovations, 2, 186-200. https://doi.org/10.21272/mmi.2018.2-15 DOI: https://doi.org/10.21272/mmi.2018.2-15
Gazca Herrera, L. A., Mejía Gracia, C. A., & Herrera Ramos, J. (2022). Análisis del marketing digital versus marketing tradicional. Un estudio de caso en empresa tecnológica. Cuadernos Latinoamericanos de Administración, 18(35), 1-11. https://doi.org/10.18270/cuaderlam.v18i35.3773 DOI: https://doi.org/10.18270/cuaderlam.v18i35.3773
Gerlich, M. (2023). The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences, 13(8). https://doi.org/10.3390/admsci13080178 DOI: https://doi.org/10.3390/admsci13080178
Gholamhosseinzadeh, M. S., Chapuis, J. M., & Lehu, J. M. (2021). Tourism netnography: how travel bloggers influence destination image. Tourism Recreation Research, 48(2), 188-204. https://doi.org/10.1080/02508281.2021.1911274 DOI: https://doi.org/10.1080/02508281.2021.1911274
Gómez, R., Sánchez, D., López, W., & Gómez, D. (2024). Application of digital marketing strategies to strengthen sales. Universidad, Ciencia y Tecnología, 28(123), 52-61. https://doi.org/10.47460/uct.v28i123.801 DOI: https://doi.org/10.47460/uct.v28i123.801
González Díaz, M. (2022, May 2nd). San Miguel de Allende, la joya turística mundial en el estado con más asesinatos de México. BBC New Mundo. https://bit.ly/44iQGhZ
Green, P. E. (1977). A new approach to market segmentation. Business Horizons, 20(1), 61-73. https://doi.org/10.1016/0007-6813(77)90088-X DOI: https://doi.org/10.1016/0007-6813(77)90088-X
Green, P. E., & Krieger, A. M. (1991). Segmenting markets with conjoint analysis. Journal of marketing, 55(4), 20-31. https://doi.org/10.1177/002224299105500 DOI: https://doi.org/10.1177/002224299105500402
Grunert, K. G. (2019). International segmentation in the food domain: Issues and approaches. Food Research International, 115, 311-318. https://doi.org/10.1016/j.foodres.2018.11.050 DOI: https://doi.org/10.1016/j.foodres.2018.11.050
Halkiopoulos, C., Antonopoulou, H., & Giotopoulos, K. (2023). Implementation of digital marketing techniques in smart tourism. In V. Katsoni (Eds.), Tourism, Travel, and Hospitality in a Smart and Sustainable World (Vol. 1, pp. 381-398). Springer International Publishing. https://doi.org/10.1007/978-3-031-26829-8_24 DOI: https://doi.org/10.1007/978-3-031-26829-8_24
Hoai Lan, D., Minh Tung, T., Thi Kim Oanh, V., & Thi Kim Cuc, T. (2025). The role of virtual influencers in environmental messaging: a case study of Noonoouri. Environmental Sociology, 11(1), 80-100. https://doi.org/10.1080/23251042.2024.2408702 DOI: https://doi.org/10.1080/23251042.2024.2408702
Jansen, B., Salminen, J., & Jung, S. (2020). Data-Driven Personas for Enhanced DOI: https://doi.org/10.1007/978-3-031-02231-9
User Understanding: Combining Empathy with Rationality for Better
Insights to Analytics. Data and Information Management, 4(1),
1-17. https://doi.org/10.2478/dim-2020-0005 DOI: https://doi.org/10.2478/dim-2020-0005
Jhawar, A., Kumar, P., & Varshney, S. (2023). The emergence of virtual influencers: a shift in the influencer marketing paradigm. Young Consumers: Insight and Ideas for Responsible Marketers, 24(4), 468-484. https://doi.org/10.1108/yc-05-2022-1529 DOI: https://doi.org/10.1108/YC-05-2022-1529
Jong, M. J. (2016). The effect of congruence between content and persona on customer's attitude and behavior in the automotive industry [Master's thesis]. University of Twente. https://purl.utwente.nl/essays/71483
Ketamo, H., Kiili, K., & Alajääski, J. (2010). Reverse market segmentation with personas. In International Conference on Web Information Systems and Technologies (Vol. 3, pp. 63-68). SCITEPRESS. https://doi.org/10.5220/0002781300630068 DOI: https://doi.org/10.5220/0002781300630068
Khoo-Lattimore, C., Mura, P., & Yung, R. (2017). The time has come: a systematic literature review of mixed methods research in tourism. Current Issues in Tourism, 22(13), 1531-1550. https://doi.org/10.1080/13683500.2017.1406900 DOI: https://doi.org/10.1080/13683500.2017.1406900
Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing (3rd ed.) Kogan Page Publishers. http://bit.ly/4mVwmdm
Kondekar, S. A., Gayathri, G., Pandey, K. D., & Paripurna, K. U. (2025). Virtual Influencers: The Emergence and Impact of Digital Personas in the Social Media Landscape. International Journal on Science and Technology, 16(1), https://doi.org/10.71097/ijsat.v16.i1.2852 DOI: https://doi.org/10.71097/IJSAT.v16.i1.2852
Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). SAGE. https://bit.ly/3ZxKEHE DOI: https://doi.org/10.4324/9781003001430-2
Lehnert, K., Goupil, S., & Brand, P. (2021). Content and the customer: inbound ad strategies gain traction. Journal of Business Strategy, 42(1), 3-12. https://doi.org/10.1108/JBS-12-2019-0243 DOI: https://doi.org/10.1108/JBS-12-2019-0243
Lou, C., Kiew, S. T. J., Chen, T., Lee, T. Y. M., Ong, J. E. C., & Phua, Z. (2022). Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers.
Journal of Advertising, 52(4), 540-557. https://doi.org/10.1080/00913367.2022.2149641 DOI: https://doi.org/10.1080/00913367.2022.2149641
Lozano-Torres, B. V., Toro-Espinoza, M. F., & Calderón-Argoti, D. J. (2021). El marketing digital: herramientas y tendencias actuales. Dominio de las Ciencias, 7(6), 907-921. http://dx.doi.org/10.23857/dc.v7i6.2371
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35-52. https://doi.org/10.1509/jmkg.75.4.35 DOI: https://doi.org/10.1509/jmkg.75.4.35
Märtin, C., Bissinger, B. C., & Asta, P. (2023). Optimizing the digital customer journey—Improving user experience by exploiting emotions, personas and situations for individualized user interface adaptations. Journal of consumer behaviour, 22(5), 1050-1061. https://doi.org/10.1002/cb.1964 DOI: https://doi.org/10.1002/cb.1964
Mason, P., Augustyn, M., Seakhoa-King A. (2021). Mixed Methods Research in Tourism: a Systematic Sequential Approach. Folia Turistica, 56, 9-34. https://doi.org/10.5604/01.3001.0014.8956 DOI: https://doi.org/10.5604/01.3001.0014.8956
Meng, L. M., Bie, Y., Yang, M., & Wang, Y. (2025). The effect of human versus virtual influencers: The roles of destination types and self-referencing processes. Tourism Management, 106, 104978. https://doi.org/10.1016/j.tourman.2024.104978 DOI: https://doi.org/10.1016/j.tourman.2024.104978
Mera-Plaza, C. L., Cedeño-Palacios, C. A., Mendoza-Fernández, V. M., & Moreira-Choez, J. S. (2022). El marketing digital y las redes sociales para el posicionamiento de las PYMES y el emprendimiento empresarial. Revista Espacios, 43(03), 27-34. https://doi.org/10.48082/espacios-a22v43n03p03 DOI: https://doi.org/10.48082/espacios-a22v43n03p03
Mkono, M., & Markwell, K. (2014). The application of netnography in tourism studies. Annals of Tourism Research, 48, 289-291. https://doi.org/10.1016/j.annals.2014.07.005 DOI: https://doi.org/10.1016/j.annals.2014.07.005
Molina-Azorín, J., & Font, X. (2016). Mixed methods in sustainable tourism research: an analysis of prevalence, designs and application in JOST (2005–2014). Journal of Sustainable Tourism, 24(4), 549-573. https://doi.org/10.1080/09669582.2015.1073739 DOI: https://doi.org/10.1080/09669582.2015.1073739
Mouritzen, S. L. T., Penttinen, V., & Pedersen, S. (2024). Virtual influencer marketing: the good, the bad and the unreal. European Journal of Marketing, 58(2), 410-440. https://doi.org/10.1108/ejm-12-2022-0915 DOI: https://doi.org/10.1108/EJM-12-2022-0915
National Institute of Statistics and Geography. (2020). Censo de Población y Vivienda 2020. https://bit.ly/3ZBm1d7
ONU Noticias (2022, november 15th). Somos 8 mil millones de personas en el mundo. ONU-Habitat. https://onu-habitat.org/index.php/ya-somos-8-mil-millones-de-personas
Organisation for Economic Co-operation and Development. Statistics Directorate. (2011). Quality Framework and Guidelines for OECD Statistical Activities. STD/QFS(2011)1. https://one.oecd.org/document/STD/QFS(2011)1/en/pdf
Pasaribu, P., Kemora, H., Eosina, P., Marlina, A., & Himawan, E. (2024). The Impact of Market Place Persona Based Neuromarketing on Brand Identity and Consumer Attitude on SDG's. Journal of Lifestyle and SDGs Review, 4(1), e01922. https://doi.org/10.47172/2965-730x.sdgsreview.v4.n00.pe01922 DOI: https://doi.org/10.47172/2965-730X.SDGsReview.v4.n00.pe01922
Pearce, P. L. (2019). Dreaming and longing. In Tourist Behaviour (pp. 20-40). https://doi.org/10.4337/9781786438577.00008 DOI: https://doi.org/10.4337/9781786438577.00008
Pérez-Sánchez, M., Casanoves-Boix, J., & Morales, B. D. (2024). Influencers virtuales humanizados: actitudes y percepciones humanas y actitudes ante un fenómeno emergente. European Public & Social Innovation Review, 9, 1-19. https://doi.org/10.31637/epsir-2024-657 DOI: https://doi.org/10.31637/epsir-2024-657
Peter, M. K., & Dalla Vecchia, M. (2021). The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. En R. Dornberger (Ed.), New trends in business information systems and technology: Digital innovation and digital business transformation (pp. 251-265). https://doi.org/10.1007/978-3-030-48332-6_17 DOI: https://doi.org/10.1007/978-3-030-48332-6_17
Putri, A., & Windasari, N. (2022). Developing Persona for Used Car Buyers in Indonesia. International Journal of Current Science Research and Review, 5(12), 4791-4807. https://doi.org/10.47191/ijcsrr/v5-i12-40 DOI: https://doi.org/10.47191/ijcsrr/V5-i12-40
Ratcliffe, J. (2014). Recognising the ideal client: using personas to enhance your brand communications. Journal of Aesthetic Nursing, 3(8), 410-411. https://doi.org/10.12968/JOAN.2014.3.8.410 DOI: https://doi.org/10.12968/joan.2014.3.8.410
Rathna, G. A., Sumathy, M., & Pavithra, P. (2023). Digital Marketing: Five Stages Maturity Model for Digital Marketing Strategy Implementation. Contemporary Issues and Trends in Digital Marketing, 87-92. http://bit.ly/3Drmqag
Reutterer, T., Mild, A., Natter, M., & Taudes, A. (2006). A dynamic segmentation approach for targeting and customizing direct marketing campaigns. Journal of Interactive Marketing, 20(3-4), 43-57. https://doi.org/10.1002/DIR.20066 DOI: https://doi.org/10.1002/dir.20066
Robinson, B. (2020). Towards an Ontology and Ethics of Virtual Influencers. Australasian Journal of Information Systems, 24. https://doi.org/10.3127/ajis.v24i0.2807 DOI: https://doi.org/10.3127/ajis.v24i0.2807
Sabharwal, J. K., Goh, S., & Thirumaran, K. (2021). Sequential exploratory mixed methods and scale development: Investigating transformational tourism readiness. In Kusumah, A.H.G., Abdullah, C.U., Turgarini, D., Ruhimat, M., Ridwanudin, O., & Yuniawati, Y. (Eds.), Promoting Creative Tourism: Current Issues in Tourism Research: Proceedings of the 4th International Seminar on Tourism (ISOT 2020), November 4-5, 2020, Bandung, Indonesia (1st ed.). Routledge. https://doi.org/10.1201/9781003095484-37 DOI: https://doi.org/10.1201/9781003095484-37
San Miguel de Allende Gobierno Municipal. (2023, december 27th). 2023 el mejor año en la historia de San Miguel de Allende. https://bit.ly/3FA88EU
Sandelowski, M. (2000). Combining qualitative and quantitative sampling, data collection, and analysis techniques in mixed‐method studies. Research in Nursing & Health, 23(3), 246-255. https://doi.org/10.1002/1098-240X(200006)23:3<246::AID-NUR9>3.0.CO;2-H DOI: https://doi.org/10.1002/1098-240X(200006)23:3<246::AID-NUR9>3.3.CO;2-8
Sario, Z. M. Z., Dulay, J. J., Aliarte, K. N., & Novilla, N. J. (2024). Improving Marketing Personalization with AI How Self Congruency Influences Consumer Engagement. International Journal of Research and Innovation in Social Science (IJRISS), 8(12), 537-549. https://doi.org/10.47772/ijriss.2024.8120042 DOI: https://doi.org/10.47772/IJRISS.2024.8120042
Secretaría de Turismo e Identidad del Estado de Guanajuato (2025a). Perfil del visitante San Miguel de Allende 2021. Sitio Web del Observatorio Turístico de Estado de Guanajuato. https://www.observatorioturistico.org/publicaciones-pdf-viewer/390/
Secretaría de Turismo e Identidad del Estado de Guanajuato (2025b). Estudio del Comportamiento del visitante. San Miguel de Allende 2022. Sitio Web del Observatorio Turístico de Estado de Guanajuato. https://www.observatorioturistico.org/publicaciones-pdf-viewer/514/
Secretaría de Turismo e Identidad del Estado de Guanajuato (2025c). Estudio del Comportamiento del visitante. San Miguel de Allende 2023. Sitio Web del Observatorio Turístico de Estado de Guanajuato. https://www.observatorioturistico.org/publicaciones-pdf-viewer/707/
Setkute, J., & Dibb, S. (2022). “Old boys' club”: Barriers to digital marketing in small B2B firms. Industrial Marketing Management, 102, 266-279. https://doi.org/10.1016/j.indmarman.2022.01.022 DOI: https://doi.org/10.1016/j.indmarman.2022.01.022
Shah, I., Kedar, S., Wagh, G., & Srikhande, D. (2024). Customer Segmentation. International Journal for Research in Applied Science and Engineering Technology, 12(1), 1586-1591. https://doi.org/10.22214/ijraset.2024.58144 DOI: https://doi.org/10.22214/ijraset.2024.58144
Soto de Anda, L. A., Cruz Jiménez, G., & Vargas Martínez, E. E. (2019). Turismo e identidad en San Miguel de Allende, México. Cuadernos de Turismo, 1(44), 413–440. https://doi.org/10.6018/turismo.44.404961 DOI: https://doi.org/10.6018/turismo.44.404961
Srivastav, S., & Rai, S. (2022). Netnography in Social Networking Sites – An Exploration of Cybercultures in Consumer Groups. International Journal of Media and Information Literacy, 7(2), 572-577. https://doi.org/10.13187/ijmil.2022.2.572 DOI: https://doi.org/10.13187/ijmil.2022.2.572
Statista (2025). Redes sociales con mayor número de usuarios activos mensuales a nivel mundial en julio de 2024. http://bit.ly/4jTNuhC
Su, Z., Xian, K., Lu, D., Wang, W., Zheng, Y., & Khotphat, T. (2023). Rural Tourism Households Adapting to Seasonality: An Exploratory Sequential Mixed-Methods Study. Sustainability, 15. https://doi.org/10.20944/preprints202308.1654.v1 DOI: https://doi.org/10.20944/preprints202308.1654.v1
Teddlie, C., & Tashakkori, A. (2009). Foundations of Mixed Methods Research: Integrating Quantitative and Qualitative Approaches in the Social and Behavioral Sciences. SAGE. https://bit.ly/460Fp7l
Truong, D., Liu, R., & Yu, J. (2020). Mixed methods research in tourism and hospitality journals. International Journal of Contemporary Hospitality Management, 32(4), 1563-1579. https://doi.org/10.1108/ijchm-03-2019-0286 DOI: https://doi.org/10.1108/IJCHM-03-2019-0286
Sobre Valdez Palazuelos, O., & Sánchez Beltrán, L. A. (2019). Aprovechamiento del marketing digital como estrategia para generar ventaja competitiva en la pequeña empresa de Sinaloa. Revista de Investigación en Tecnologías de la Información: RITI, 7(14), 271-281. https://doi.org/10.36825/RITI.07.14.023 DOI: https://doi.org/10.36825/RITI.07.14.023
Viteri Luque, F. E., Herrera Lozano, L. A., & Bazurto Quiroz, A. F. (2018). Importancia de las técnicas del marketing digital. RECIMUNDO: Revista Científica de la Investigación y el Conocimiento, 2(1), 764-783. https://www.recimundo.com/index.php/es/article/view/161
Whalen, E. A. (2018). Understanding a shifting methodology: A content analysis of the use of netnography in hospitality and tourism research. International Journal of Contemporary Hospitality Management, 30(11), 3423–3441. https://doi.org/10.1108/IJCHM-08-2017-0536 DOI: https://doi.org/10.1108/IJCHM-08-2017-0536
Wind, Y. (1978). Issues and Advances in Segmentation Research. Journal of Marketing Research, 15(3), 317-337. https://doi.org/10.1177/002224377801500302 DOI: https://doi.org/10.1177/002224377801500302
Zhang, Y. J. (1997). Evaluation and comparison of different segmentation algorithms. Pattern Recognition Letters, 18(10), 963-974. https://doi.org/10.1016/S0167-8655(97)00083-4 DOI: https://doi.org/10.1016/S0167-8655(97)00083-4
Zhou, J., Zhai, L., & Pantelous, A. A. (2020). Market segmentation using high-dimensional sparse consumers data. Expert Systems with Applications, 145, 113136. https://doi.org/10.1016/j.eswa.2019.113136 DOI: https://doi.org/10.1016/j.eswa.2019.113136
Zogaj, A., Tscheulin, D. K., & Olk, S. (2020). Benefits of matching consumers’ personality: Creating perceived trustworthiness via actual self‐congruence and perceived competence via ideal self‐congruence. Psychology & Marketing, 38(3), 416-430. https://doi.org/10.1002/mar.21439 DOI: https://doi.org/10.1002/mar.21439