La influencia en el algoritmo de Instagram como estrategia de Marketing en el consumo turístico de New Life Experience.

Abstract

This research delves into the impact of Instagram’s algorithm as a marketing strategy for tourism consumption, with a focused analysis on the travel agency New Life Experience based in Cúcuta, Colombia. The study aims to understand how digital marketing strategies on Instagram, including visual content, user interaction, influencer collaborations, and the strategic use of hashtags, influence customer attraction, engagement, and retention. By employing a mixed-methodological approach that combines quantitative and qualitative elements, the research examines data collected through case studies, user surveys, and performance metrics of the agency’s Instagram account. The findings demonstrate that targeted, visually appealing content and interactive strategies significantly boost visibility, foster deeper customer relationships, and drive higher conversion rates. Moreover, the research highlights challenges such as algorithmic changes and competition that may affect the effectiveness of these strategies. Ultimately, this study offers actionable recommendations for tourism businesses to refine their digital marketing approaches, leverage Instagram’s unique features, and align their content with consumer preferences to sustain competitive advantages in the digital era.