Nowadays, it is a decisive role for the image of a company to be represented on social media because it is one of the most important type of media in today’s time. The influence of traditional media is declining sharply. Companies thus loose the opportunity to reach their target groups via these older communication channels. At the same time, almost 80% of adults are online and are spending daily 166 minutes on average in the web. Consumers look at other consumers to inform themselves about products and services. This is why a new segment of Marketing has developed: so called Influencer Marketing. It is a trend topic and many companies deal already with it.
Many tourism companies agree that Marketing of their offers is mostly online. But customers do not exclusively inform themselves online. Word of mouth from family and friends are still worth a lot. Consequently, the tourism companies cannot compete with personal relations. Nevertheless, there is an opportunity to work with bloggers and thus imitate the personal recommendation. Most tourism experts are already actively using social media and look, above all opportunities, for stronger customer loyalty, direct contact with customers, but also for addressing new target groups.
The aim of the present work is to define Influencer Marketing and to work out the benefits for the tourism industry.
Table of Contents
1 OBJECTIVES AND STRUCTURE OF THE WORK
2 INTRODUCTION
3 METHODOLOGY
4 FUNDAMENTALS OF INFLUENCER MARKETING
4.1 Definition Influencer and Influencer Marketing
4.2 Development of Influencer Marketing
4.3 Contact and procedure of Influencer Marketing
4.4 Social media channels used for Influencer Marketing
5 INFLUENCER MARKETING IN TOURISM
5.1 Social Media Platforms in Tourism
5.2 Examples of successful Influencer Marketing in Tourism
5.3 Benefits and risks of Influencer Marketing
5.3.1 Benefits of Influencer Marketing in Tourism
5.3.2 Risks of Influencer Marketing
6 FUTURE PERSPECTIVE
7 CONCLUSION
Objectives and Topics
The primary objective of this work is to define the concept of influencer marketing and to evaluate its specific benefits and risks within the tourism industry. The research explores how digital transformation and changing consumer behaviors necessitate a shift in marketing strategies, moving away from traditional media toward authentic, influencer-driven communication.
- Evolution of influencer marketing as a strategic communication tool.
- Mechanisms of influencer selection and collaboration models.
- The role of social media platforms, particularly Instagram, in travel decision-making.
- Case studies of successful influencer campaigns in the tourism sector.
- Analysis of the cost-efficiency and viral potential of influencer collaborations.
Excerpt from the Book
4.1 Definition Influencer and Influencer Marketing
Influencers are famous persons or persons who already have a certain status, for instance they have a big online community, especially on social media platforms such as Facebook, YouTube and Instagram. They are opinion makers, bloggers and have the necessary know-how in their relevant business, where their focus lies. Influencers express sympathy and authenticity in order to create higher credibility than traditional advertising tools (cf. Firsching, 2015).
Additionally, their so-called followers establish a personal relationship with the Influencers. Furthermore, Influencers are working independently and can be an ambassador for a brand or product. They give products a personal touch, create virality and produce the wish to potential buyers to own what they advertise for.
"Influencers are characterized by a particularly high network size and persuasiveness. Through their recommendations in social media, they can trigger communication cascades that influence the market success of brands and products as an electronic word-of-mouth. After all, many consumers are now consciously seeking contact with proven social web experts, before deciding to purchase a specific product” (Prof. Dr. Dr. Castulus Kolo, dean of Hochschule Macromedia, Munich). A definition of marketers J. Firsching and A. Bersch describes influencer marketing as: "The term influencer stands for people who can be seen as experts and opinion leaders about content, their communication, their knowledge and their reach" (Firsching / Bersch, 2016, p.3).
Chapter Summaries
1 OBJECTIVES AND STRUCTURE OF THE WORK: This chapter outlines the thesis structure and explains the roadmap, starting from fundamental marketing concepts to specific applications within the tourism sector.
2 INTRODUCTION: This section details the paradigm shift in marketing caused by digital change, highlighting the declining influence of traditional media and the rise of online influencer marketing.
3 METHODOLOGY: The chapter explains that the research is based on a synthesis of existing studies, agency reports, and specialized marketing literature due to the relative novelty of the topic.
4 FUNDAMENTALS OF INFLUENCER MARKETING: This chapter defines the core concepts, historical development, collaboration procedures, and the diverse social media channels utilized in modern influencer marketing.
5 INFLUENCER MARKETING IN TOURISM: This central chapter analyzes how tourism companies leverage platforms like Instagram, presents real-world case studies, and examines the inherent benefits and risks of the practice.
6 FUTURE PERSPECTIVE: This chapter explores emerging trends, suggesting that influencer marketing is transitioning from a hype cycle to an established, professionalized marketing division.
7 CONCLUSION: The final chapter summarizes the findings, emphasizing the importance of a holistic marketing strategy that integrates influencer collaborations for better reach and engagement.
Keywords
Influencer Marketing, Tourism Industry, Social Media, Instagram, Digital Strategy, Brand Awareness, Content Marketing, Micro-Influencers, Electronic Word-of-Mouth, Customer Loyalty, Online Marketing, Viral Marketing, Digital Transformation, Authenticity, Communication Strategy.
Frequently Asked Questions
What is the core subject of this paper?
The paper examines the role and effectiveness of influencer marketing as a modern communication strategy, specifically within the tourism industry.
What are the primary themes discussed?
Key themes include the evolution of digital marketing, the definition of influencer tiers, social media platform analysis, and the strategic implementation of campaigns in tourism.
What is the main research question or objective?
The objective is to define influencer marketing and critically assess its benefits and risks for tourism companies seeking to reach modern audiences.
Which scientific methodology is applied?
The research relies on an extensive review of existing secondary data, including communication agency reports, academic literature, and industry-specific studies.
What is covered in the main body of the work?
The main body moves from theoretical fundamentals to practical applications, including collaboration models, platform-specific strategies, and detailed case studies like the Saxony tourism campaign.
Which keywords define this work?
The core keywords include Influencer Marketing, Tourism Industry, Social Media, Instagram, and Brand Awareness.
Why are Micro-Influencers considered important in this study?
Micro-Influencers are highlighted because they often possess higher engagement rates and authenticity compared to larger influencers, making them highly effective for niche targeting.
How does the paper address the risks of influencer marketing?
The work discusses potential risks such as loss of control, reputation damage, and legal issues regarding the labeling of advertisements to avoid surreptitious marketing.
What is the significance of Instagram in the context of tourism?
Instagram is identified as the most vital platform for tourism due to its visual nature, which allows for the aesthetic staging of destinations and high engagement through influencer storytelling.
What is the author's outlook on the future of this field?
The author concludes that influencer marketing is becoming a permanent fixture in marketing mixes, with a growing trend towards long-term, professionalized partnerships rather than one-off product placements.
- Citation du texte
- Alina Fackler (Auteur), 2018, Benefits of Influencer Marketing in Tourism, Munich, GRIN Verlag, https://www.grin.com/document/419895
