Travel influencers and influencer marketing in tourism
[ X ]
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Edward Elgar Publishing Ltd.
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Social media influencers, with their characteristics such as credibility, expertise, enthusiasm, connectivity, or centrality, easily influence numerous people and create content. The advantages provided by influencers have brought out the concept of influencer marketing. Influencer marketing is an approach that identifies and targets influencers in a market. In the case of tourism, it is observed that travelers who share their travels on social media have a number of followers. These travelers create content that provides information and images about destinations, routes, tour packages, events, and the services provided by tourism businesses. In this regard, travel influencers can be seen as marketing partners in tourism. This chapter aims to explain travel influencers and influencer marketing in tourism. The chapter starts with explanations about the concepts of influencers and influencer marketing. Further, the chapter aims to shed light on influencer marketing and its application in tourism. The chapter also provides a case study of travel influencers in cycling tourism as a niche tourism type. © Dogan Gursoy and Rahul Pratap Singh Kaurav 2022.
Açıklama
Anahtar Kelimeler
Kaynak
Handbook on Tourism and Social Media: Research Handbooks in Tourism series
WoS Q Değeri
Scopus Q Değeri
N/A
