Influencer Marketing in Tourism Industry: Strategies and Future

This report discusses the marketing strategies of influencers in the tourism industry and their future. It highlights the importance of understanding customers and the role of influencers in increasing customer engagement and revenue. The report also features two famous travel bloggers and their impact on the industry.

Understanding
Customers

Table of Content.
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The term influencer marketing is considered as one of the important part for reaching the
larger audience. It helps the companies to do social media marketing that supports to promote the
company about its products or services (Vrontis and et.al.,2021). This report will include the
marketing strategies of influencer and also discusses about the future of influencer in the industry
of tourism. In relation to the sector of tourism, there are various numbers of influencers that
helps in increasing the customers. Influencers are considered to be an essential element for the
tourism industry as it directly attracts the customer orientation as they get attracted towards the
bright pictures and with interesting backgrounds (Jahnke, 2018).
MAIN BODY
Nowadays, influencer marketing is one of the interesting and wider marketing under
which the company make use of various activities for promoting goods and services with the
help of the influencers. As the influencers can affect and influence the customer’s mind in the
positive manner. Influencers create the image of the brand and their name and that can be done
by applying some strategies for their followers in order to generate more revenue and
profitability. Traditional ways use of many platforms for promotions like hoardings, television,
radio (Ye and et.al.,2021). In today's modernisation environment include of Facebook,
Instagram, YouTube and others. Tourism industry also involves the influencers because they
tend to help the various companies in order to elevate the level of marketing strategies that
provides the organization more beneficial and positive outcomes. The work of the influencer is
to trigger the customer mind in a short period of time with the help of promoting the good quality
and higher quality of the product and services. It can also create the large customer base which
lead to bring increment in the business of tourism with the help of the influencer marketing.
Organization can build the customer base by providing them trust and by interacting with them
on the continuous bases. That interaction will increase the level of effectiveness and efficacy in
the organization. It also leads to enhance the expansion of the company and also in promotion of
good and services. The tourism companies can take help from the influencers as they can adhere
their followers. Most of the followers will consider the products or services provided by the
favourite influencers. There are many ways to generate leads with the help of the influencer
marketing and the companies will be able to attract the desired audience. One of the famous
influencers in the tourism industry is Charlie & Jess who is a British travel blogger. They are
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based in north UK and where they live with their family. They started their blogging career in the
travel project that has influenced with the first travel sojourn. They truly believe in the exploring
the world and that is why they started their career together. They also have common Instagram
handle, which is used to post various information and posts related to their travel blogs, pictures
reels and many more (Deges, 2018). Furthermore, the most exciting thing is that their tours are
very reasonable and very specific related to the mini adventures, breaks and familiar trips. It has
the power to directly influence their followers to explore about the different and adventurous
places in a very effective and pocket friendly manner. Charlie & Jess started their travel blogger
career in 2016 and they have done travels in the 9 different countries. They make use of their
social media handles like Instagram, Facebook and many more to post the images, videos related
to their travelling in the form of blogging(About Charlie & Jess, 2022). They always present
attractive and comfortable travel hacks which is posted at the Instagram that influence the people
regard of travelling. As Charlie & Jess are one of the famous travel blogger that always show the
advantage and positive side of the travel (Ma, Wang, and Qu, 2022). They mostly visit historical
places like monuments, heritage and country related to the culture and tradition and it is
recommended the most by the Charlie & Jess. Due to this, people and followers get influenced
with their blogs that can increase the rate of tourism in the particular country. They also give the
lesson regarding to carry their essentials according to the travel place that implies that the
followers have easier ways to travel the world. The whole efforts of the influencer help in
increasing the revenue and productivity into the travel industry (Tanwar Chaudhry and
Srivastava, 2021).
The second influencer is Sam, who is a travel and festival blogger lives in the Belgian
but in 2015, he moved to Los Angeles. Sam have written many types of travel and festival blogs
that is available on their site and also available in the social media platforms like Instagram,
Facebook, twitter, YouTube and many other platforms. Sam has used many platforms to share
their views, thoughts and experience regarding the travelling into different countries and places.
The followers and readers are mainly inspired by the travel and festival blogs that is totally
related to travelling (About Sam, 2020). Along with that, the appealing fact is Sam also travels in
the destinations places that is related to attend the festival trips, road trips and city guides. In
same way, most of the people get inspired with their blogs, some mini blogs and videos which
also uploaded on the YouTube channel. Sam travelled the whole world around 4 years, that
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provided new experience in the travelling and this makes the content very attractive and also
helpful into attract more audience towards the travel industry. Sam has explored many places and
upload number of blogs and pictures regarding their travel journey. This helps the travellers to
make their plans in holidays effectively and considerable. Sam is also an editor in magazine and
also writes and promotes own blogs with the help of magazines. This helps in providing the
blogs worldwide and Sam has been recognised as one of the best influencer. Sam has promoted
several fascinating places (Seeger and Kost, 2020).
In the market, the demand of influencers is increasing that shows high level growth of the
influencer marketing industry that can be beneficial for the influencers too. As most of the
people love to get the recommendations from their favourite influencer that promotes the
particular travel place, good and service and many more. With the follow up of their influencer
they can decide that they should use or purchase it or might be not (Abram and Waldren, 2021).
One of the most important thing in influencers marketing is that it mostly helps the customers to
be more engaged and also get influenced by their influencers in the travel industry. Due to
which, the interest of the customers can also be generated towards organisation. Sometimes, it
can also be seen that the biggest drawback of this influencer marketing is that they show only
positive side and only advantages, such promotion will lead to build the level of trust (Koh,
2020). These activities influence the interaction among influencers and customers which
maintains the network and relationship between them. That is why the engagement of the
customer is increased towards the travel company.
CONCLUSION
From the above report, it can be emphasized about the understanding of the customer that
it is very important as it detects the needs and wants of the customer. Influencer marketing helps
in engagement of the customer into the tourism that leads to increase the productivity into the
company. Nowadays, influencer marketing is totally based on the influencers and it can be seen
that industry of the influencer marketing has increased. Where the tourism companies take the
advantage of it and analyses the buying pattern of the consumer so that customer feels satisfied.
This report also concluded that influencer marketing helps in increasing the revenue of the
company. It can be more helpful when the company analyses the behaviour of the consumer
what they actually want. In this report, also discussed about some famous influencers that helps
in promoting the tourism companies.
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REFERENCES
Books and Journals:
Abram, S. and Waldren, J., 2021. Introduction: Tourists and tourism—identifying with people
and places. In Tourists and Tourism (pp. 1-11). Routledge.
Deges, F., 2018. Quick guide influencer marketing. Springer Fachmedien Wiesbaden.
de-Laguno-Alarcón, C., Sierra-Herrezuelo, P. and Rojas-de-Gracia, M.M., 2019. Results-
oriented influencer marketing manual for the tourism industry. In Business
transformations in the era of digitalization (pp. 249-275). IGI Global.
Jahnke, M., 2018. Influencer marketing. Wiesbaden: Springer Fachmedien Wiesbaden.
Koh, E., 2020. The end of over-tourism? Opportunities in a post-Covid-19 world. International
Journal of Tourism Cities, 6(4), pp.1015-1023.
Ma, E., Wang, Y.C. and Qu, H., 2022. Reenergizing through angel customers: cross-cultural
validation of customer-driven employee citizenship behavior. Cornell Hospitality
Quarterly, 63(3), pp.334-349.
Seeger, C. and Kost, J.F., 2020. Influencer Marketing: Grundlagen, Strategie und Management.
utb GmbH.
Tanwar, A.S., Chaudhry, H. and Srivastava, M.K., 2021. Influencer marketing as a tool of digital
consumer engagement: A systematic literature review. Indian Journal of
Marketing, 51(10), pp.27-42.
Vrontis, D., Makrides, A., Christofi, M. and Thrassou, A., 2021. Social media influencer
marketing: A systematic review, integrative framework and future research agenda. International
Journal of Consumer Studies, 45(4), pp.617-644.
Ye, G., Hudders, L., De Jans, S. and De Veirman, M., 2021. The value of influencer marketing
for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2),
pp.160-178.
Online
About Charlie & Jess, 2022 [Online] Available through:
<https://meanderapparel.com/magazine/achievable-adventures-with-the-travel-project>
About Sam, 2020 [Online] Available through: <https://www.checkoutsam.com/about-sam/>
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