engleski

INFLUENCER MARKETING IN TRAVEL AND TOURISM: LITERATURE REVIEW

Influencer marketing has become a powerfull way to influence consumers attitudes and decisions in choosing products or services they buy based on the recommendations of followed online influencers. From its beginning the influencer marketing started in the fashion industry but has spread to diverse industries such as travel and tourism. The aim of the paper is to see whether travel influencers have an effect on their followers when choosing travel destinations that is to see whether consumer behaviorus are influcenced by social media influencers. For the purpose of this research a literature review was done searching two relevant databases ; Web of Science and Scopus, using the search term (“influencer marketing”) AND (“travel“ AND (“tourism”). The objective of this literature review was i) to explore the field of influencer marketing and its effects on travel and tourism industry and ii) to provide an overview of the research literature in these areas. The results of the research indicate that there is a growing interest in the use of influencer marketing as a strategy tool to promote destination tourism and to induce customers travel intention. Analysed papers research relations of different factors like credibility, trust, attractiveness, expertise, information quality or ethics of social media influencers in gaining consumer trust and their intention to travel or chooose the promoted destination.

infuencer ; influencer marketing ; travel ; tourism industry

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