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Article
Publication date: 19 December 2024

Senthilkumaran 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.

Details

Journal of Entrepreneurship in Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4604

Keywords

Book part
Publication date: 25 January 2022

Kuan-Huei Lee

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.

Details

The Emerald Handbook of Luxury Management for Hospitality and Tourism
Type: Book
ISBN: 978-1-83982-901-7

Keywords

Abstract

Details

The Emerald Handbook of Luxury Management for Hospitality and Tourism
Type: Book
ISBN: 978-1-83982-901-7

Content available
Book part
Publication date: 25 January 2022

Abstract

Details

The Emerald Handbook of Luxury Management for Hospitality and Tourism
Type: Book
ISBN: 978-1-83982-901-7

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