Virtual influencers in Tourism Marketing: Opportunities, Challenges, and Future Considerations

AIMS OF THE PAPERAristotle’s Rhetorical Theory has been widely applied in the fields of communication, marketing, and advertisingas a model to explore persuasion. Grounded on the three main principles of this theory -êthos,pathos, logos the current study seeks to explore the effectiveness of virtual influencers in promoting touristdestinations. METHODOLOGYThe Instagram accounts of three virtual influencers created to promote tourism in Italy, Germany, andBrittany (France) were analysed using qualitative and quantitative methods. Instagram analytics wereemployed to determine the performance and audience profile, whereas the comments extracted from theInstagram posts were examined through an interpretivist thematic analysis. MOST IMPORTANT RESULTSThe analysed virtual travel influencers face several challenges in generating ethos, pathos, and logos.Regarding êthos, the greatest challenge is the lack of a bodily dimension and, consequently, the absenceof practical intelligence. In terms of pathos, while their visual appeal can contribute to evoking positiveemotions, their lack of expressiveness prevents a deeper connection between the influencers and their audience.Regarding logos, posts were found to contain AI-generated locations or misleading information aboutdestinations, weakening arguments and rational appeal which is essential to effective persuasion. RECOMMENDATIONSTo enhance the persuasive potential of virtual travel influencers tourism promoters should make them morerelatable by showcasing realistic scenarios and authentic locations. Additionally, increasing their expressivenessand ensuring transparency about their management and objectives can foster stronger emotionalengagement. Finally, each post should be accompanied by well-curated informative content to providelogical reasons for visiting a destination.