Analyzing the Impact of Influencer Marketing in the Tourism Sector

This essay provides a comprehensive analysis of influencer marketing within the tourism and travel industry. It begins with an introduction to influencer marketing, defining its role in shaping customer behavior and brand promotion. The main body delves into the impact of influencer marketing, specifically examining the strategies and influence of two prominent figures: Simon Alan Reeve, a brand ambassador for Kuoni Company, and Monica Stott, a travel blogger known as 'The Travel Hack.' The essay analyzes their product selection, brand associations, and their ability to attract followers. Furthermore, it discusses the future of influencers, considering the impact of digital trends, virtual reality, and artificial intelligence on the industry. The conclusion summarizes the key findings, emphasizing the significant role of influencers in the tourism sector's growth and their ability to connect with potential customers through social media platforms. The essay highlights the importance of influencers in driving engagement, promoting destinations, and ultimately influencing consumer choices in the travel and tourism industry.

Understanding
customers

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction of area of influencer marketing..........................................................................1
Influencer one and analysis on product selection as well as brands.......................................2
Influencer two and analysis on product selection addition to brands.....................................3
Future of influencers...............................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Chen (2020) says that influence marketing is a kind of social media marketing which opts
endorsement along with product mentions from individuals, known as influencers having
dedicated social following addition to viewed as professionals in their niche (Chen, 2020). In the
competitive world, the most of the customers has been influenced by their recommendation of
social media influencer. The influence marketing aid the organisation to increase the revenue and
profitability by alluring the more and more customers. In relation to tourism as well as travel
industry. There are many hotel and restaurants welcome the food bloggers which having
numbers of followers so that they easily promote the organisational businesses. They receive the
particular amount of doing such activity along with free membership of their hotels and
restaurants.
The first section of the essay covers explanation about influencer marketing. Further section
highlights information about Influencer One and analysis about selection of product and brand.
Third section covers detail of Influencer two and analysis related to selection of product and
brand. The last section discusses about future of influencers.
MAIN BODY
Introduction of area of influencer marketing
In accordance to Sweeney and et.al (2022), influencer marketing reinforces reputation of
a brand along with foster their credibility (Sweeney and et.al., 2022). Tourism sector involves
those business activity that having travel agencies, food service, accommodation services and
others. In this sectors, the customers are the clients who like to travel many locations on their
holidays and weekends. The social marketing is the top most essential tool for alluring the
customer towards the specific hotels and different locations. With reference to this sector, the
organisation analyses those traveller’s bloggers that can blog them of their business and refer to
their different numbers of followers to travel and visit toward the hotel for fulfilling the needs of
the consumers (Influencers Absolutely Impact Your Business Growth, 2022). This kind of
marketing strategy mainly use for attracting the young customers for the visiting particular
restaurants and hotels. The organisation offers the invitation to social media influencers so that
they can visit and share the good experience of specific particular location. They make video and
picture of the destination so that such location become highlight. Most of the time, the social
1

media influencers ask to their active followers to visit the recommend destination and their
experiences are same as they share. With the strong desire of meeting with ideal influencer so
that consumers engage to visit the destination and use the same service and products. Therefore,
the productivity and revenue of the company in this sectors are effectively increased and
company get numbers of new consumers. This sector is mainly beneficial for both side such
organisation as well as social media influencer as influencer get payments and discount offers, on
the other hand company gain the effective promotion activity and new guests. In the present
world, the uses of internet become popular for young generation as they mainly try to find the
attractive location and destination by using their phone and social media website as influencer
explain each details that may help to find the new location.
Influencer one and analysis on product selection as well as brands
Simon Alan Reeve is a famous British journalist, television presenter, author,
documentary film maker and adventurer. He was born on 21 July 1972 in London, UK. He is
famous for environmental documentary and global travelling and encourage the people from his
social media uploads as well as documentaries about the location. He mainly focused on different
type of natural destination. He wrote numbers of books on international tourism, modern history
and his adventure experience. He not only promotes the destination as well as he is also famous
for sharing the culture different site about how native people live there, what type of lifestyle
they follow and describe the different ways to earn money in order to fulfil the basic needs of
individuals (Simon Reeve, 2022). Therefore, the main chosen location of tourism sector for
Simon in the natural environment and he has different followers who easily get influenced. He
has approx. 159.9K followers on the social media site namely Instagram. His influencing power
are attracted wide numbers of consumers as he shares effectively knowledge about the
destination (Tafesse and Wood, 2021). The Kuoni Company has appointed him as a brand
ambassador as the company dealing travelling activity across the global. Here, He promote the
sustainability in adventurer travel and tourism industry to enhance the attention of the
adventurers that may help the company. The main role of Simon is to host the different customer
events, write attractive article for the company and make an effective blog for company's guest
and share them to company's website. The quality of Simon's blogs is highly attractive as they
know which factors can allure the consumer toward the locations (Srivastava, 2021). He shares
2

all the positive factor that may help to engage the consumers so that he has made successful
blogs for tourism and travel industry.
Influencer two and analysis on product selection addition to brands
Monica Stott is the most famous travel blogger that was born on 8 October 1987 in
England, UK. Monica and her team member visit different type of palaces in the world and
effectively examine the restaurants and hotels service at nominal rate and they share their
experience with the help of blogging “The Travel Hack”. The influencer has been ranked top in
blogging. Monica has approximate of 429000 followers on Instagram and many more on other
social media platforms. Therefore, she suggests to their followers about the various hotels and
restaurants under different budgets for mainly for middle class budget. She started her journey in
2009 by sharing first trip of Asia and Australia. She got positive feedback by their followers and
she started with blogging. She invites as a chief guest by the hotels and restaurants and they
request her to promote their business and she charge the fees of quality blogs (Monica, 2022).
She explored his home country that is the UK and she share few of the most of essential hack in
tourism and travel to find attractive location with cheaper budget. When she is inquired about
the view of travel blogging then she answered that I was at age of16, I used internet to acquire
the knowledge about academic along with she spends most of the time at the internet for
watching travelling picture, video and different experiences of the visitors. Therefore, she
decided her career in the travelling industry as a blogger and influencer and she play a vital role
in thieving the travelling industry.
Future of influencers
The career of travel influencer is successful as the digitalization or internet is connecting
to use wide kinds of tools and system to execute the different tasks. In the current trends, the
consumers use internet service for every activity such as finding the information, analyse the
fact and book the hotel (Wang, 2021). The virtual experience is the best and effective as the
influencer can allure the people to follow them. With the help of virtual reality, the influencer
can try to feel their follower that are present in such destination so that they will choose the best
option among wide numbers of travelling destination. After the global pandemic, the consumer
mainly concerns about hygiene and maintain the all government rules and regulations such use of
masks and social distancing so that they can prevent from deadly COVID infection. Therefore,
the influencer shares more video and picture on the social website that shows cleanliness of the
3

hotel and restaurants. As per the report, approx. 78% travellers are influenced by the different
type of social media post such as Instagram. Moreover, the Instagram is updating different new
feature in every week after highlighting their users as well as the requirements of the users. The
Drones are the highly used by the social media influencer as they can use for making video of
their journey at different angels that make video on the top most level. The artificial intelligence
plays a crucial role in growing this sector, Therefore, the influencer will use robots for creating
the blogs in near future.
CONCLUSION
From the above essay is concluded that tourism and travel industry is one of the rapid
growing industry with the help of digitalization. The travellers use social media website to gather
any type of information about the location and others. The social media influencer is the
important element of different industries as it allures the people to visit such place and engage
toward particular product and service. The main function of such influencer are that they have
large numbers of followers in social media platforms. They share self-experience of different
destination through blog and vlogs to their follower. They can be an essential component of
travelling organisation such as Alan Reeve who is the famous influencer of travelling as she is
appointed as brand ambassador of Kuoni Company that provide service in travelling. By the
time, the influencer will use advanced technology that may help to the company travelling as
well as numbers of travellers.
4

REFERENCES
Books and Journals
Chen. J. 2020. What is influencer marketing: How to develop your strategy. [Online]. Available
through: < https://sproutsocial.com/insights/influencer-marketing/>
Influencers Absolutely Impact Your Business Growth. 2022. [Online]Available through:
https://www.upfluence.com/influencer-marketing/5-reasons-influencers-impact-
business-growth
Monica. 2022. [Online]. Available through: <https://thetravelhack.com/author/thetravelhack/>
Ouvrein, G and et.al., 2021. The web of influencers. A marketing-audience classification of
(potential) social media influencers. Journal of Marketing Management. 37 (13-14).
pp.1313-1342.
Simon Reeve. 2022. [Online]. Available through:
<https://www.speakrj.com/audit/report/simon_reeve/instagram/>
Srivastava, M., 2021. Mapping the influence of influencer marketing: a bibliometric
analysis. Marketing Intelligence & Planning.
Sweeney, E and et.al., 2022. Teenagers’ moral advertising literacy in an influencer marketing
context. International Journal of Advertising. 41(1). pp.54-77.
Tafesse, W. and Wood, B. P., 2021. Followers' engagement with Instagram influencers: The role
of influencers’ content and engagement strategy. Journal of Retailing and Consumer
Services. 58. p.102303.
Wang, C. L., 2021. New frontiers and future directions in interactive marketing: inaugural
Editorial. Journal of Research in Interactive Marketing. 15(1). pp.1-9.
5