| Popis: |
Influencer marketing has impacted all industries, including travel and tourism. Many Destination Management Organizations (DMOs) are leveraging the influence of online personalities for diverse purposes, including attracting visitors to their destinations. This paper sheds light on the use of social media influencers by DMOs, reveals the inner dynamics of influencer marketing for tourism destinations, and discusses the impacts of this practice. Relying on interviews with destination representatives, social media content analysis and data from internal reports, this research expands the scarce knowledge on influencer marketing in the travel and tourism domain hitherto, and provides valuable insights for destination managers. |
