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Influencer Marketing for Tourism and Hospitality

The Emerald Handbook of ICT in Tourism and Hospitality

ISBN: 978-1-83982-689-4, eISBN: 978-1-83982-688-7

Publication date: 30 November 2020

Abstract

With the development of the internet and mobile technology products, revolutions are experienced in consumer behavior. Consumers of the digital age browse the other users’ experiences and thoughts before purchasing a product or service. The use of social media (SM) platforms, which are getting stronger day by day, is also preferred by companies so as to convey any message to the target audiences. SM platforms such as Instagram, Facebook, Twitter and YouTube are the most outstanding and commonly used channels through which companies reach the target audiences. Sharing, especially including visual elements, supplies the highest level of interaction with the target audience. However, the internet bloggers/vloggers (video blogger), phenomena, influencers or SM marketers have a significant impact on the consumers of the digital age with their channels on the internet and their sharing in SM accounts. Tourism companies are not indifferent to the increasing importance of SM. Thus, they prefer working with SM influencers or bloggers by conveying the info and messages to their consumers to perceive their products and services. The influencers can spread the messages of the companies to wider consumers that companies might never be able to reach. For some years, the inclusion of influencers as part of a communication and marketing strategy has become more common and necessary for the promotion of a destination, airline or hotel group. This has been generated due to important factors such as trust, which has been the best ally of influencers: in most cases people give higher levels of credibility to what is said and done by instagramers, youtubers, bloggers, twitterers, etc. In recent years, it is one of the hottest new ways to affect potential guests’ buying decisions and create high-quality content without the excessive costs of most marketing efforts.

Keywords

Citation

Yetimoğlu, S. and Uğurlu, K. (2020), "Influencer Marketing for Tourism and Hospitality", Hassan, A. and Sharma, A. (Ed.) The Emerald Handbook of ICT in Tourism and Hospitality, Emerald Publishing Limited, Bingley, pp. 131-148. https://doi.org/10.1108/978-1-83982-688-720201009

Publisher

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Emerald Publishing Limited

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