Exploring the role of social media influencer marketing in the tourism sector

Title

Exploring the role of social media influencer marketing in the tourism sector

Creator

Raj L.; Mallika Sankar M.

Description

The growing popularity of social media influencers (SMI) increasingly encourages destinations to use social media influencer marketing (SMIM) for their promotional campaigns. SMIs demonstrate the power of an individual based on certain factors employed to influence a broad segment of audience, and when it is used for marketing purposes, it is known as SMIM. SMIM is a part of the social media marketing that exercises all the commercial marketing techniques via social media channels. SMIM has impacted many industries including tourism, but looking at the progressive growth of SMIM today, it is surprising that such little attention had been paid to this area. However, while there is increasing use of SMIM by tourism organizations, there is a lack of research and limited knowledge on the roles of SMIM in travel and tourism. This chapter sheds light on the use of SMIM in the tourism sector where existing literature on the SMIM, its factors, and the influence of SMIM on the tourism sector by distinct authors are reviewed to identify the effectiveness of SMIM in the travel and tourism industry. 2023, IGI Global. All rights reserved.

Source

Handbook of Research on Sustainable Tourism and Hotel Operations in Global Hypercompetition, pp. 100-117.

Date

2022-01-01

Publisher

IGI Global

Coverage

Raj L., Christ University, India; Mallika Sankar M., Christ University, India

Rights

Restricted Access

Relation

ISBN: 978-166844646-1; 978-166844645-4

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/978-1-6684-4645-4.ch005

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