RT Book, Section
T1 Results-Oriented Influencer Marketing Manual for the Tourism Industry.
A1 De-Laguno-Alarcón, Carlos
A1 Sierra-Herrezuelo, Plácido
A1 Rojas-de-Gracia, María Mercedes
K1 Turismo
K1 Marketing en Internet
K1 Redes sociales en internet
AB This chapter aims to provide a better tool for implementing the marketing technique known as influencermarketing in the tourism industry. To do so, a results-oriented influencer marketing manual for the tourismindustry has been created. Despite the success of influencer marketing, the few previous studies inthis field do not include verified measures to ensure its effectiveness. For this reason, the approach thatis presented here could be crucial to support these marketing activities. As this topic is new and oftenlittle-understood, the data compiled was based on the case study methodology. This chapter proposesthe 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. Thiswork could help companies considering influencers as a new communication channel to successfullyrun their campaigns.
PB IGI Global
YR 2019
FD 2019-01-22
LK https://hdl.handle.net/10630/40961
UL https://hdl.handle.net/10630/40961
LA eng
NO de-Laguno-Alarcón, C., Sierra-Herrezuelo, P., & Rojas-de-Gracia, M. M. (2019). Results-oriented influencer marketing manual for the tourism industry. In Business transformations in the era of digitalization (pp. 249-275). IGI Global.
NO https://www.igi-global.com/about/rights-permissions/content-reuse/
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026