Social Media Influencer Marketing in the Promotion of Tourist Destinations

Monika Pettersen-Sobczyk
European Research Studies Journal, Volume XXVI, Issue 4, 585-594, 2023
DOI: 10.35808/ersj/3309


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.

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