Resumo: This article analyzes how different tourist accommodation models use the buyer persona methodology to optimize inbound marketing strategies. We have attempted to determine how tourist accommodation defines the buyer persona, which tools and techniques are used to define it and the relationship established between the definition of the buyer persona and the strategies and actions at the market level. The study applies a qualitative methodology of inductive analysis, allowing us to analyze the cases in depth. For this purpose, eight semi-structured interviews have been conducted with those responsible for digital marketing of campsites, tourist apartments, hotel chains and independent hotels. The results obtained corroborate that the buyer persona methodology enhances a deep knowledge of the client and facilitates effective strategies for each accommodation model. The recommendations invite us to further the analysis and take advantage of the potential of this methodology.
