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1 – 4 of 4Senthilkumaran Piramanaygam, Kuan-Huei Lee, Rajasekharan Pillai K and Saurabh Kumar Dixit
Ubiquitous penetration of the internet fuelled by the interactive nature of digital media has created a new genre of entrepreneurs who leverage social media to propel their…
Abstract
Purpose
Ubiquitous penetration of the internet fuelled by the interactive nature of digital media has created a new genre of entrepreneurs who leverage social media to propel their businesses. This study aims to explore the transformation of one such digital entrepreneurial cohort: Food YouTubers (YTs), who have metamorphosed from being mere content creators to entrepreneurs in the context of an emerging economy.
Design/methodology/approach
The authors invoke a qualitative interpretive phenomenological approach to unravel the entrepreneurial transition process. A combination of personal interviews and open-ended surveys is used to collect relevant data from 14 digital entrepreneurs. The transcripts are analysed to extract meaningful codes and themes.
Findings
The study shows that these entrepreneurs’ innovativeness and readiness to meet the real-time demands of their customers made their ventures a runaway success. This is the first study to target food YTs in India, an emerging economy. While the study is exploratory in nature, it provides basic insights into the transition of a novel group of influencers into entrepreneurs.
Originality/value
To the best of the authors’ knowledge, this is the first study of its kind to analyse the transition of YouTube influencers into entrepreneurs in emerging economies, as it relies more on entrepreneurial activities for their economic and social well-being.
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Keywords
The growth of luxury tourism has been brought to a grinding halt due to the COVID-19 pandemic affecting most parts of the world since early 2020. Although the time for recovery of…
Abstract
The growth of luxury tourism has been brought to a grinding halt due to the COVID-19 pandemic affecting most parts of the world since early 2020. Although the time for recovery of hospitality and tourism industries is still unclear, experience from the SARS outbreak in 2003 showed that the bounce back from consumers could be fast. The group of most affluent consumers, mostly known as HNWIs (high net worth individuals), will resume their original consumption behaviour much sooner than the rest of the market; these affluent consumers are the main target market of luxury hospitality and tourism industries.
This chapter presents different types of luxury tourism, luxury lifestyle, luxury tourists' decision-making and luxury hospitality products. The luxury food and beverage business in Singapore is presented to illustrate the commercial environment during the pandemic.
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