Results-Oriented Influencer Marketing Manual for the Tourism Industry.

Abstract

This chapter aims to provide a better tool for implementing the marketing technique known as influencer marketing in the tourism industry. To do so, a results-oriented influencer marketing manual for the tourism industry has been created. Despite the success of influencer marketing, the few previous studies in this field do not include verified measures to ensure its effectiveness. For this reason, the approach that is presented here could be crucial to support these marketing activities. As this topic is new and often little-understood, the data compiled was based on the case study methodology. This chapter proposes the following phases: (1) campaign planning, (2) search for influencers, (3) evaluating the best profiles, (4) contacting influencers, (5) proposing a project, (6) execution, and (7) analyzing the results. This work could help companies considering influencers as a new communication channel to successfully run their campaigns.