2026-06-03T14:37:27Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/409612026-02-03T11:40:13Zcom_10630_2254col_10630_37956
De-Laguno-Alarcón, Carlos
Sierra-Herrezuelo, Plácido
Rojas-de-Gracia, María Mercedes
2025-12-01T07:55:50Z
2025-12-01T07:55:50Z
2019-01-22
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.
https://hdl.handle.net/10630/40961
10.4018/978-1-5225-7262-6.ch014
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.
eng
http://creativecommons.org/licenses/by/4.0/
open access
Atribución 4.0 Internacional
Turismo
Marketing en Internet
Redes sociales en internet
Results-Oriented Influencer Marketing Manual for the Tourism Industry.
book part