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Social Media Influencer Marketing in the Promotion of Tourist Destinations

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  • Monika Pettersen-Sobczyk

Abstract

Purpose: The aim of the article is to indicate the role of influencers in the promotion of tourist destinations. Design/Methodology/Approach: The study used elements of the systematic literature review method (SLR), case studies, synthesis and logical reasoning. Findings: The review of the literature showed that the research on influencer marketing in the promotion of tourist destinations is a very important issue. The allure of social media influencers lies not only in their ability to showcase destinations but also in their capacity to redefine travel trends. Destinations that might have once been hidden gems are brought into the limelight, while conventional hotspots are experienced through a fresh lens. The ripple effect of this phenomenon is felt across industries, as businesses, hospitality sectors, and local economies adapt to cater to the evolving preferences influenced by social media influencers. Practical Implications: The results show a small number of publications dedicated to this topic, so it still needs to be analyzed, both on a practical and research basis. Originality/Value: The paper is based on own research. Research into influencer marketing in promotion of tourist destinations is still at an early stage of development. The results of the analysis may be of interest to both scientists and practitioners, in particular government and local government organizations responsible for the promotion of tourist destinations.

Suggested Citation

  • Monika Pettersen-Sobczyk, 2023. "Social Media Influencer Marketing in the Promotion of Tourist Destinations," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 585-594.
    • Handle: RePEc:ers:journl:v:xxvi:y:2023:i:4:p:585-594
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    References listed on IDEAS

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    1. Anna Paola Paiano & Lara Valente & Valentina Ndou & Pasquale Del Vecchio, 2017. "Social Media Tools and (E)Destination: An Italian Case Study," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Amitabh Upadhya & Anastasia Stratigea (ed.), Tourism, Culture and Heritage in a Smart Economy, pages 251-272, Springer.
    2. Prem Kumar & Jitendra Mohan Mishra & Yedla Venkata Rao, 2022. "Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(9), pages 1416-1431, May.
    3. Ricardo Teruel-Gutierrez & Mariluz Maté-Sánchez-Val, 2021. "The impact of Instagram on Airbnb’s listing prices in the city of Barcelona," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 67(3), pages 737-763, December.
    4. Antonios Adamopoulos & Eleftherios I. Thalassinos, 2020. "Tourism Development and Economic Growth: A Comparative Study for the G-6 Leaders," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 368-380.
    5. Eleni Kilipiri & Eugenia Papaioannou & Iordanis Kotzaivazoglou, 2023. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    6. Mariani, Marcello M. & Di Felice, Marco & Mura, Matteo, 2016. "Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations," Tourism Management, Elsevier, vol. 54(C), pages 321-343.
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    More about this item

    Keywords

    Social media; influencer marketing; promotion; tourism; tourism destinations.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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