The Role of Influencer Marketing in Understanding Tourism Customers

This report delves into the crucial role of influencer marketing in the tourism industry, emphasizing its impact on understanding customer behavior and preferences. The introduction highlights the importance of customer understanding for organizations, noting how it enhances customer experiences and boosts profitability. The main body explores influencer marketing strategies, detailing how influencers leverage platforms like social media to promote products and services, thereby increasing brand awareness and revenue. The report includes case studies of prominent travel influencers, such as Monica and Vicky, illustrating how they engage followers and shape travel choices. The report concludes by emphasizing the importance of customer-centric strategies and predicts the continued growth of influencer marketing, offering organizations opportunities to create partnerships and enhance their brand image. The provided references include academic sources such as books and journals that support the findings.

Understanding
Customers

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Understanding customer as highly essential for organisation in order to identify their taste
and preferences. It increases the experiences of their customers which directly influence the
profitability of an organisation and positive manner. It provides opportunity to offer services in
customized manner by analysing the behaviour of customers which results in maintain good
relations with them (Eggert, Frow, Payne and Steinhoff, 2020). Tourism industry involves
various influencers who can influence customers in order to avail services so that rate of
customers can be increased. Influencers are proved very beneficial for tourism organisations in
order to understand the needs and requirements of customers as they maintain better interaction
with customers on regular basis. This report will include influencer marketing which influence
people for attracting to words services. It involves discussion about influencers and their
analyses on the basis of their brands and product selection. This report will also discuss about the
future of influencers in the tourism industry.
MAIN BODY
Influencer marketing is a wider term which includes activities of selling product or goods by
promoting them with the help of influencers who can influence the mind of customers in
effective manner. Influencers can create brand awareness among their followers so that
organisation can increase revenue generation without involving huge capital. Influencers use
different platforms like television radio social media platforms like Facebook, Instagram, Twitter
and many more in order to promote products and services (Möhring, Keller, Schmidt and Dacko,
2020). Tourism sector also involves influencers who can increase their marketing among targeted
customers which provides them positive outcomes. Influencers can reach a number of people in
short period of time using appropriate platforms so that they can update their customers
regarding features, benefits and positive side of products and services. In this manner tourism
industry can add positive value in their organisations by a truck take large number of customers
in short period of time with the help of influencer marketing. Organisation can build trust and
loyalty with their customers by interacting with them on regular basis which is essential for their
better development growth and expansion. Customers can influence themselves by the
recommendations which are recommended by their favourite influencers so that they can try
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products and services of organisations. It increases the sustainability of tourism sector by
retaining their customers with the assistance of influencers who communicate with them in
frequent manner (Sim, Conduit, Plewa and Hentzen, 2022). Number of leads can be generated
with influencer marketing so that organisation can easily provide services to their targeted
audience.
One of the famous influencers of tourism industry is Monica who is a British travel blogger.
She is based in north Wales where she lives with her family including her husband Sam and their
three children. Mostly their blogs are related to mini adventure, budget friendly breaks and
weekend trips which influence followers to explore different places in pocket friendly manner.
Monica have started her blogging career in 2009 while she was travelling around Asia (Monks,
Stewart, Sahin, Keller and Prevos, 2021). She uses Instagram platform to update their customers
related to travelling and adventures on a regular basis which engage them in a proper manner.
They always show travel hacks which assist followers in maintaining their travel list so that they
can enjoy their trips in best possible manner. Monica is one of the favourite travel influencers of
large number of people as she influences her followers by showing positive side of travel. People
can explore hidden gems of different places with the assistance of market influencer marketing
which assist them in increasing their travel experiences in effective manner (Trischler, Zehrer
and Westman, 2018). They explore various monuments, historical places and mysterious places
which attract the attention of customers. Monica also recommends various places which can be
travelled in budget friendly manner without any inconvenience so that people can visit those
places which increase the tourism of particular country. They also assist people in packaging
their travelling essentials by giving useful trip which make their travel experience more
adventurous and positive. Ideas related under which it travelling to attractive destinations
increase the revenue of tourism industry which is one of the biggest achievements for them
(Morgan, Obal and Anokhin, 2018). In this manner Monica have contributed her best efforts to
influence people to words availing services related to tourism industry so that they can generate
higher revenues along with retaining customers.
The next influencer is Vicky who is a festival and travel blogger lives in Southsea, England
and they have written various blogs on Vickyflip-floptravels.com Mostly social media platforms
like YouTube are preferred by them in order to share their thoughts and views regarding
travelling to different places. Their readers are highly inspired by their blogs which are related to
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travel and tourism so that they can also explore destinations which are very attractive. Their
favourite countries are Canada, Japan and Vietnam where they mostly enjoy festival trips, Road
trips and city guides. Vicky wants to inspire large number of people by their content and blogs
which are related to not travel and tourism. They have returned our travel blog which is named as
Vickyflip-floptravels.com (Palmatier and Martin, 2019). Vicky have gained experience by
travelling the whole world for almost three years. They have explored number of places and
share blogs about those places so that people can also experience the same adventure. The real
side of travelling world is shown by Vicky which help number of travellers in making plans for
their trips and holidays. She is also a magazine sub editor located in London along with NCTJ
trained journalist. Vicky Also worked for blogosphere magazine as a travel editor and contribute
their efforts to gap year.com. they have been recognised among large number of people because
they have promoted several interesting places.
The increase in demand of influencers shows higher growth of influencer marketing industry
in future. People loves to get recommendations from their favourite influencers about different
brand products and services so that they can decide what they have to use or not. Influencers help
in increasing customer engagement activities along with maintaining and developing interest of
customers towards organisations (Parihar and Dawra, 2020). The network of influencers is
growing rapidly by influencing customers in best possible manner. Influences our demanded by
organisations because we can use as a promising advertising for their services and products
which creates a loyal customer base. We can share benefits advantages and positive side of
brands which increase engagement visibility, revenue and creditability of overall organisation.
Influences also arrange various meetings, events and campaigns for their followers so that they
can easily interact with them. All these activities increase the interaction among influencers and
customers which maintain the strong relationship between them which is essential for growth and
development. Influences get number of opportunities from large brands and organisations in
order to promote their products and services. In this manner they get wide exposure for growth
which develops their career in better manner (Park and Lehto, 2021). Influencer marketing is
getting wider scope day by day which is a positive factor for them in order to grow their industry.
It provides organisations opportunity to create partnerships and collaborations with different
brands so that they can collectively increase their brand image in market among the targeted
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audience. Social media platforms are used by organisations and brands in order to influence the
people for availing their services with the help of influencers.
CONCLUSION
From the above report it can be concluded that knowing customer is essential factor for
every business so that they can successfully survive in their market. Increase in understanding
eliminate the risk of wastage in terms of product manufacturing operations. Organisations should
regularly communicate and interact with their potential and targeted audience so that they can
customise the products and services according to their wants and demands. Customers feel
valued when organisation try to understand their requirements which is essential for growth of
particular organisation in their industry. The buying pattern and experiences of customers should
be identified so that customers can feel satisfied in appropriate manner. Operations of
organisations should be adjusted according to the preferences of customers as they are the source
of revenue. This report included about marketing influencers along with the influencers who
promotes brands and products in the market. The future of influencers is also evaluated in this
report.
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REFERENCES
Books and Journals
Eggert, A., Frow, P., Payne, A. and Steinhoff, L., 2020. Understanding and managing customer
value propositions: Introduction to the special issue. Industrial Marketing
Management, 87, pp.242-243.
Möhring, M., Keller, B., Schmidt, R. and Dacko, S., 2020. Google popular times: towards a
better understanding of tourist customer patronage behavior. Tourism Review.
Monks, I.R., Stewart, R.A., Sahin, O., Keller, R.J. and Prevos, P., 2021. Towards understanding
the anticipated customer benefits of digital water metering. Urban Water Journal, 18(3),
pp.137-150.
Morgan, T., Obal, M. and Anokhin, S., 2018. Customer participation and new product
performance: Towards the understanding of the mechanisms and key
contingencies. Research Policy, 47(2), pp.498-510.
Palmatier, R.W. and Martin, K.D., 2019. The intelligent marketer's guide to data privacy: The
impact of big data on customer trust. Cham, Switzerland: Springer International
Publishing.
Parihar, P. and Dawra, J., 2020. The role of customer engagement in travel services. Journal of
product & brand management.
Park, S. and Lehto, X., 2021. Understanding the opaque priority of safety measures and hotel
customer choices after the COVID-19 pandemic: an application of discrete choice
analysis. Journal of Travel & Tourism Marketing, 38(7), pp.653-665.
Sim, M., Conduit, J., Plewa, C. and Hentzen, J.K., 2022. Customer engagement with service
providers: an empirical investigation of customer engagement dispositions. European
Journal of Marketing, (ahead-of-print).
Trischler, J., Zehrer, A. and Westman, J., 2018. A designerly way of analyzing the customer
experience. Journal of Services Marketing.
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