Understanding Customers and the Role of Influencer Marketing in Tourism Industry

This report discusses the importance of understanding customers in the tourism industry and the role of influencer marketing in promoting tourism. It explores the ways in which influencers use social media to attract customers and increase revenue for tourism organizations. The report also evaluates the future of influencers in the industry.

UNDERSTANDING CUSTOMERS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Understanding to customers means to know the demands and needs of customers. For any
organisation, it is very essential to know the basic needs and demands of customers for
development. It is the way by which company or organisation understands the basic taste and
preferences of the customers. The understanding of customers is the set of idea which help the
organisation to know the needs and anticipate the demands of customers and reach to the
expectations of the customers (PradhanPriya, and Patel, 2022). The ways of understanding the
customers includes the three main process which includes the understanding the needs of
customers by considering their demands according to their needs second one is analysing and
collecting the data of customers demands and third one is to know the relationship management
between customers and organisation. The report has included the tourism industry for
understanding the customers demands. The customer behaviour is influenced by the social,
political, economical factor. The influencer plays important role in the tourism business because
it focus on the needs and requirements of customers by interaction on regular basis. The given
report has discussed about the principles of marketing which influence the people towards their
services. The report has focused on the tourism industry and the concepts of influencers in the
tourism industry (Birinci, Berezina and Cobanoglu, 2018).
MAIN BODY
The influencer marketing is related to the social media marketing and it is the way which
includes the process of selling of goods and products which includes the influencers for
influencing the customers in effective way. The main aim of influencer to build the trust of
brands in the minds of customers for getting the effective result. The influencer marketing
increase the awareness of brand, strategy enrichment and cost effectiveness. Influencer
marketing is the most important tools in business strategy for increasing and fulfilment of
business objectives (Kidron, 2021). The influencer use various ways for promoting the products
and services in making the image of brand in the minds of customers. The influencer uses
television, radio, social media platforms like Facebook, Instagram, Twitter and many mores for
enhancing the marketing of products and services. The influencer marketing also plays very
important role in tourism in increasing their marketing for positives outcomes of the business.
The influencer involved in the tourism industry in planning the campaign according to the

budgets. It help the organisation by making the market strategy to promote the products and
services on social media platforms by using their knowledge, unique point of views and
expertise. The main benefits of the influencer marketing is that it reach to the customers in very
short periods of time with the help of digital platforms. The influencer marketing updates the
information of products and services like benefits, features and the market price of products and
services to the customers (Gräve, J.F Greff 2018). The influencer marketing help the tourism
organisation by making the link between customers and company. Tourism organisation
promotes their business with the help of marketing influencer by uploading the attractive
pictures, videos, positive feedbacks of customers in the social media platforms and official
websites. The influencer help the organisation by interacting the customers. They develop the
way to advance the content of tourism and increase the sustainability of tourism.
The report has taken Monica as influencer for the tourism industry. Monica is the British
travel blogger and their blogs is related to the adventures, weekend trips etc. The blogs of
Monica influence followers in exploring the different places (Tiautrakul and Jindakul, 2019).
The Monica use the Instagram platforms for updating the pictures and videos of their adventures
on regular basis and attract their followers towards the tourisms. They help the followers by
showing their travel hack. The travel hack of Monica assist the followers in maintaining the
travel list and help the peoples to enjoy their trips. The Monica is very popular influencer in
travel agency and influences the followers by describing the positive sides of travelling. She
explore the monuments, mysterious place and historical place as well as mountain area and
attract the customers by uploading the beautiful picture of scenario. In their blogs she also
recommends the various budgets friendly places to their influencers so people can go to those
places without any inconvenience. She also assist their influencers by giving the travelling tips
like packaging of essential things in travelling . Monica include the way by which the travelling
can be make adventurous and memorable in their blogs. The blogs of Monica has created impact
on minds of people because she provides the social proof and creditability to potential guests.
The ideas of Monica increase the revenue of tourism industry by attracting the peoples towards
the travelling. The contribution of Monica was very helpful for the tourism industry because
their efforts has increased the revenues of the tourism sector with the help of retaining customers.
The report has taken Vicky as the second influencer for describing the roles of
influencing marketing. Vicky is the blogger of England and their blogs includes the festival and

travelling . He uses the you tubes and other media platforms for sharing their ideas and thoughts
which is related to the travelling. The official websites for their blogs are available at Vicky flip-
flop travels. Com. He has mentioned their experience of their travelling in their blogs to attract
their followers. He has used the attractive picture and videos of fun in their blogs for inspiring
the customers towards the travelling. Vicky makes their blogs more attractive by describing the
cultural values and tradition of their travelling place. In the You tube channel he uploads their
picture in traditional dress of their destination and creates curiosity among their followers about
the specific place. They also help their followers in making the travelling plan according to their
budgets and their choice. They have worked as travel editor in blogosphere magazines and
promoted the several interesting places in their blogs. The work of Vicky has appreciated by
their followers because he adds the quotes for making their contents more attractive. He also
used infographics for increasing the awareness of their brands and offers potential in the
influencer marketing. The analysis of Vicky regarding the travelling also includes the memes,
videos, slide share presentation, flip books, illustration for attracting the peoples towards their
blogs and increase the revenue of the tourism industry (Tuđman, 2021).
The influencer plays very important role in the marketing industry and their work is
developing the interest of peoples towards the travelling and tourism. The increase demands of
people in the travelling show higher growth of influencer in the future (Schorn, Vinzenz and
Wirth, 2022). The role of influencer is to motivates their followers for travelling by describing
the positive sides of travelling. Nowadays, the peoples are more addicted to social media and
they want to know the reviews of places, products and services from the influencers before
planing to their trips. The influencer should create the link between the tourism organisation and
people by increasing the activities which supports the customer engagements. The influencer
should increase the interest of people towards the travelling by advertisements. The future of
influencer is very bright because the work of influencer is beneficial for both the travelling
agency as well as for customers. The work of influencers in tourism help the travelling
company to combat their revenue and increase their growth as well as the influencers also help
the customers by providing the best knowledge regarding the best trip planning in their budgets.
The influencers should reduce the marketing campaign and builds the image of branding to the
target customers. The influencer should also focus on the content and their number of followers
by adding the quality to their photos and videos (Peres,2020). The influencers should arrange the

meetings, events and campaigns, live chat with their followers for increasing the interaction
between customers and influencers (Han and et.al., 2022). The influencer marketing has the
wider scope in future because it increase the opportunities, collaborations and partnership with
different brands and this is very helpful in increasing the brand image with the target customers.
The future of influencer in tourism industry is very bright because tourism provides the
opportunities to the influencers in targeting the customers through the social media platforms
(Sharma, Ahuja and Alavi, S, 2018). The influencers help the tourism organisation by making
the image of their brand superior in the minds of customers by describing the positives and good
sides of their products and services.
CONCLUSION
As per above report, the understanding of customers is the best way of developing any
business because it reduce the chance of wastage and increase the profitability of the business.
The report has also focused on the influencer marketing. The influencer marketing is the way of
developing the marketing of any goods, products and services through the use of social media.
The report has described the role of influencers in marketing and also includes the way of
working of two influencers. As per above report the tourism is very sophisticated sector in
business and it needs the influencers for developing their business. The influencers not only help
the growth of tourism as well as also help the tourist in planning the trip according to their needs
and budgets. Furthermore, the report has also evaluates the future of influencers.

REFERENCES
Books and Journals
Birinci, H., Berezina, K. and Cobanoglu, C., 2018. Comparing customer perceptions of hotel and
peer-to-peer accommodation advantages and disadvantages. International Journal of
Contemporary Hospitality Management.
Gräve, J.F. and Greff, A., 2018, July. Good KPI, good influencer? Evaluating success metrics for
social media influencers. In Proceedings of the 9th International Conference on Social
Media and Society (pp. 291-295).
Han, W and et.al., 2022. Social support to mitigate perceived risk: moderating effect of
trust. Current Issues in Tourism, pp.1-16.
Kidron, A., 2021. Investigating trust in the Israeli banking system from the reciprocating
perspectives of customers and bankers: a mixed methods study. International Journal of
Bank Marketing.
Peres, L., 2020. Influencer marketing: How to run successful and authentic video campaigns
with creators. Journal of Digital & Social Media Marketing, 7(4), pp.314-320.
Pradhan, S., Priya, P. and Patel, G., 2022. Product bundling for ‘Efficient’vs ‘Non-
Efficient’customers: Market Basket Analysis employing Genetic Algorithm. The
International Review of Retail, Distribution and Consumer Research, pp.1-18.
Schorn, A., Vinzenz, F. and Wirth, W., 2022. Promoting sustainability on Instagram: How
sponsorship disclosures and benefit appeals affect the credibility of
sinnfluencers. Young Consumers.
Sharma, R., Ahuja, V. and Alavi, S., 2018. The future scope of netnography and social network
analysis in the field of marketing. Journal of internet commerce, 17(1), pp.26-45.
Tiautrakul, J. and Jindakul, J., 2019. Influencer Marketing Trends. Available at SSRN 3385446.
Tuđman, A.M., 2021. Influencer marketing on social media (Doctoral dissertation, University of
Zagreb. Faculty of Economics and Business. Department of Marketing).