THE DIGITAL ATTENTION ECONOMY IN TOURISM VIDEOS ON “INSTAGRAM”
DOI:
https://doi.org/10.24325/issn.2446-5763.v12i35p01-33Keywords:
Turismo digital, Economia da atenção, Comportamento do consumidor, Instagram, Marketing de conteúdoAbstract
The rise of social media, especially Instagram, has profoundly transformed how
consumers discover and engage with travel-related content online. The platform has become
a digital showcase where brands and influencers compete for users’ attention through fast-
paced, impactful stimuli. This dynamic aligns with what is known as the “attention economy,”
a model in which individual attention is seen as a scarce and valuable resource, constantly
captured, contested, and monetized by media. This study aims to analyze consumers’
perceptions of this phenomenon, with a specific focus on travel-related videos posted by
brands and digital influencers, investigating the factors that influence both the retention and
dispersion of attention, particularly on Instagram. To achieve this, a quantitative study was
conducted through an online questionnaire distributed to 180 participants. The sample was
predominantly composed of individuals from higher socioeconomic strata, distinguished by
advanced educational backgrounds and regular travel behavior. The data was analyzed
through three main dimensions: video consumption habits, engagement and perception, and
digital fatigue. The results show that visual aesthetics, clarity, and practical tips are key
attention triggers, while lengthy or unengaging content leads to disengagement. Additionally,
impactful videos have the potential to convert attention into concrete actions such as saving,
sharing, or choosing destinations. However, multitasking behaviors and stimulus overload
reveal that attention is both volatile and limited. The study concludes that, in an
oversaturated digital environment, retaining attention requires content that is strategic,
concise, and emotionally resonant, particularly within the tourism context.
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