Influencer Marketing in Tourism: A Customer Understanding Report

This report delves into the realm of influencer marketing, focusing on its application within the tourism industry. It begins by introducing the concept of influencer marketing, highlighting its significance in shaping customer purchasing patterns and brand promotion. The report then analyzes the strategies of two prominent UK travel influencers, Monica Stott and Ana Silva O'Reilly, examining their product selections, brand collaborations, and the impact of their content on their followers. The analysis includes specific examples of destinations and services promoted by these influencers, such as Paris and Maldives, and their experiences. The report concludes with a discussion on the future of influencer marketing, considering its growth potential and the evolving role of social media platforms. The research emphasizes cost-effectiveness and the ability to reach a broad customer base, making it a vital strategy for businesses.

M T TGBB 0UC : Understanding Customers – Assessment 2
August 2022
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Table of Contents
INTRODUCTION ..........................................................................................................................3
Introduce area of influencer marketing..................................................................................3
Influencer one and their analysis on product selection and brands .......................................4
The future of influencers........................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals.................................................................................................................9

INTRODUCTION
Understanding consumers is essential in order to evaluate purchasing pattern of
customers (Ahn, 2022). Different customers have certain requirements and expectations, which
are essential to be fulfilled by organisations to make customers feel satisfied and hence this
would increasing customers base. In leisure time, when an individual or group of individuals
decides to visit a place away from home is considered as Tourism. This tourism industry is going
to be most leading industry in upcoming years. With the rise in the living of standards of
individuals, this industry is expanding continuously. Along with this a large number of
customers are engaged in this industry and earning a fair income for leading a satisfied life.
Influencer refers to a person who have power to influence others with their words or actions.
With this, when these influencer promotes any product or services of any company or brand is
termed as influencer marketing. This essay includes area of influencer marketing, analysis on
product promoted by the top most influencers of UK. Lastly, ended with future of influencers.
Introduce area of influencer marketing
Influencer marketing is a way adopted by companies is order to make it's products or
services promoted by any famous influencer or public figure (Ahn and Shiwen, 2020). Influencer
are one who have numerous followers and they use to follow the things performed by influencer.
By understanding this psychology of customers, companies identified a new way to attract
customers. The best platform used by influencer for promotion is social media. The area selected
for influencer marketing for this particular essay is Tourism industry. With the help of Influencer
marketing, it is possible to reach at wide range of customers in a short period of time. Along with
this, it is very cost effective marketing strategy. A influencer has around million of followers, so
by paying a specific amount to influencer it is possible to reach among million of customers.
Tourism sector is positivity effected by influencer marketing. Tourism industry is using
influencer marketing in order to make promotion of it's services or places. An influencer having
a loyal fan following base will always visit the place or avail goods or services recommended by
influencer (Daniel and Carlos, 2019). With this, it's possible to seek attention of large number of
customers and increase in the brand image of company. With this, organisations will able get a
pre idea on the product or services they are going to offer among customers are they interested in
availing it or not. With the help of reviews by audience, companies can make necessary changes

and saves a lot of cost. The companies can also get the idea upon the problems faced by
customers and they can make innovation in that particular area. The tread of influencers
marketing is growing rapidly and no doubt this kind of marketing has a wide scope. With this,
it's a great cost effective strategy to engage customer base (Jahnke, 2018).
Influencer one and their analysis on product selection and brands
The large number of influencer are their who are involved in preparing videos and
writing blogs in order to share their experience. The first selected influencer for this essay is
Monica Stott, who is the top most influencer of UK, having 36K followers and makes travel blog
named as Travel Hack (Chantaphakul, Yangprayong and Phayaphrom, 2022). The influencer
Monica Stott, belongs to North Wales and live their with his spouse and three children. The first
blog written by Monica Stott was in 2009, at the time of visit to Asia. Initially, the influencer
Monica Stott makes travelling blogs but after Covid – 19 pandemic, the blogs written by the
influence was based on personal life. Monica Stott choice blogging as full time career because
the influence wants to be a Journalist. At the age of 29, Monica Stott visited Paris and shared
experience, view or opinions about famous places, foods, favourite landmarks and many more.
The best things to do in Paris, which were suggested by Monica Stott was to watch sunset from
Montparnasse Tower. The second thing is to admire Louvre Museum form outside. Third and
last one is to relax in Jardin des Tuilseries. The favourite places suggested by Monica Stott to
visit is Louvre Museum, Ladurée company and Le Maurice hotel. Museum is admiring enough
to look it from outside, while visiting inside the company Ladurée it feels so lovely and it's
Macarons were super delicious, with this the hotel Le Maurice is stunning enough and it's worth
to visit bar of hotel for cocktail. The favourite landmark of Paris as per Monica Stott is Eiffel
Tower, it's more beautiful at the time of sunset. Further, it is being suggested by Monica Stott,
that the travellers visiting Paris for the first time then they should pack a comfortable shoes with
them (Deges, 2018). As there are many places to visit so being in comfort zone boost power to
visit more places and can enjoy fully. Take time to visit the popular spots and spend their quality
time. It is very peaceful to see sunset and sunrise view. So the visitors should reach on that spot
on time otherwise lot of rush takes places, hence good experience could be converted into bad
experience. With this, it is suggest not to waste much time in clicking pictures, enjoy moment as
that time would not repeat.

Influencer two and their analysis on product selection and brands
The second traveller influencer is Ana Silva O' Reilly, the influencer is also known as
Mrs. O. The blog written by Ana Silva is named as Mrs. O Around the World (Alfonso, 2022).
The influencer is present over various social media platforms such as Instagram, Twitter and
Facebook. Through out the journey Ana Silva found some luxury destination or hotels which had
disappointed a lot. In Morocco, the influencer found worst customer services ever. With this the
best experience of Ana Silva was in Maldives. The influencer spend six days in island resort
named W Maldives. It is a luxury five stare hotel which is situated in the middle of island. The
resort seems to be very adorable from outside as well as inside. While entering the resort it feels
like heaven (Li and Peng, 2021). Along with this free Wi-Fi facility is also being provided to all
visitors. The view outside the resort was just amazing, each room has a private pool attached for
them. The facility provided by resort was quite impressive and the staff of resort was also very
cooperative with positive attitude. An individual do not need to care any personal or home care

equipment's with them as it is provided by resort. The resort also makes arrangement for
delicious food but, it seem to be bit costly. This is why it is being suggested by influencer to visit
some other restaurant to have food. The sunset in evening seems to be the most beautiful
experience. The influencer Ana Silva continuous that, it's a perfect place to spend time in middle
of island. It's a great experience, which should be availed a least once in life. Further, the
influencer concluded that if Ana Silva get an opportunity to visit this place again, then the
influencer is not going to miss it (Trivedi and Sama, 2020). Along with it, influencer wants to
suggest other influencer to make a proper research before visiting any place and try to make
advance booking. As they faced a lot of issue in find out appropriate restaurant for spending
holidays. With this, the hotel in which they stay was quite expensive and can't be afford by
everyone.

The future of influencers
With the rapid development in technology, influencers marketing is growing rapidly.
Along with the rapid growth in this industry, the influencers are also seeing a huge scope in this
field and are involved in exploring it (Jiang, Zhang and Balaji, 2022). With this, marketing
through social media platforms is also started being popular, which is again an opportunity to
expand towards influencer marketing. The audience are able to get the honest and true review of
any product or services which is encouraging influencers to make content towards it. With this,

the small influences also got the opportunity to showcase their skills and become popular. The
influence marketing is also producing the huge amount of employment, as the small influencers
are getting opportunity to earn. The influencer marketing is also very cost effective and a large
customer base can be acquired at a small period of time. By influencer marketing companies are
able to save a lot of cost which could be incurred by them and could be less effective. Their is no
boundary for taking entry in this field. The only thing what makes an individual an effective
influencer is passion and ability interest towards the field. An individual is capable enough to
earn a fair sum of money and full fill dreams by without any specific degree. Now a days an
individual spends more than four hours on smart phone in a single day, so influence marketing is
the best tool through which the attention of customer can be attained. For small and start up
companies, influencer marketing can act as a most cost effective marketing strategy. All this
indicates that Influencer has a bright future with the rapid increase in influencer marketing.
CONCLUSION
From the above essay, it has been concluded that by understanding requirements of
customers is very crucial to understand their buying pattern. With the growth in technology,
social media marketing is growing rapidly and hence influences marketing too. The influencer
marketing is most cost effective marketing strategy. The influencer Monica Stott visited Paris
and Ana Silva O' Reilly visited Maldives, and had a great experience. The visiting Paris, visitors
should have appropriate time as plenty of spots are their which a visitor must visit. The other
influencer classified that a proper analysis of restaurant should be made as they are expensive
enough. Due to rapid increase in use of social media platforms, rapid growth in influencer
marketing is going to take place and could be avail by influencer as an opportunity.
REFERENCES
Books and Journals
Ahn, J. and Shiwen, L., 2020. The Impact of Corporate Social Responsibility on Behavioral
Intention: Customers’ Responses to Two Types of Fit. International Journal of
Hospitality & Tourism Administration, pp.1-21.
Ahn, J., 2022. Impact of cognitive aspects of food mobile application on customers’
behaviour. Current Issues in Tourism, 25(4), pp.516-523.
Alfonso, D., 2022. The Martech Handbook: Build a Technology Stack to Attract and Retain
Customers. Kogan Page Publishers.

Chantaphakul, P., Yangprayong, P. and Phayaphrom, B., 2022. Factors Affecting Customers’
Decisions to Choose Same-Day Delivery Services in Bangkok. Journal of Management
in Business, Healthcare, and Education, 1(2), pp.1-14.
Daniel, B. and Carlos, F., 2019. Artificial Intelligence in FinTech: understanding robo-advisors
adoption among customers. Artificial Intelligence in FinTech, 5.
Deges, F., 2018. Quick guide influencer marketing. Springer Fachmedien Wiesbaden.
Jahnke, M., 2018. Influencer marketing. Wiesbaden: Springer Fachmedien Wiesbaden.
Jiang, Y., Zhang, X. and Balaji, M.S., 2022. Customer-perceived value influence on luxury hotel
purchase intention among potential customers. Tourism Analysis.
Li, Y. and Peng, Y., 2021. Influencer marketing: purchase intention and its
antecedents. Marketing Intelligence & Planning.
Trivedi, J. and Sama, R., 2020. The effect of influencer marketing on consumers’ brand
admiration and online purchase intentions: An emerging market perspective. Journal of
Internet Commerce, 19(1), pp.103-124.