Impact of influencer market on consumers of the tourism industry

Main Article Content

Article Sidebar

Published Nov 22, 2021
Rojalin Mohanty
Faculty of Hospitality and Tourism Management, Siksha O Anusandhan Deemed to be University, Bhubaneswar, Odisha
Ansuman Samal
Faculty of Hospitality and Tourism Management, Siksha O Anusandhan Deemed to be University, Bhubaneswar, Odisha
Sagar Hambirrao Mohite
Hotel Management & Catering Technology, Bharati Vidyapeeth (Deemed to be University), Institute of Hotel Management & Catering Technology, Pune, Maharashtra
https://orcid.org/0000-0002-7107-8628

Shubhendu Shekher Shukla
Department of Business Administration, SRM Business School, Lucknow
https://orcid.org/0000-0002-6902-9608

Abstract

This research has focused on the concept of influencer marketing and its impact on consumers of the travel and tourism industry. The goal was to find out whether travel and tourism companies through influencer marketing can attract consumers in this post-Covid situation or not. For this purpose, empirical data were collected from fifty social media users who are following at least one travel influencer on any social media site. From their responses collected by sharing survey questionnaire, it was found that most of the participants are not influenced by social media influencers in terms of deciding where they would travel.

How to Cite

Mohanty, R. ., Samal, A. ., Mohite, S. H. ., & Shukla, S. S. (2021). Impact of influencer market on consumers of the tourism industry. SPAST Abstracts, 1(01). Retrieved from https://spast.org/techrep/article/view/3562
Abstract 285 |

Article Details

Keywords

influencer marketing, tourism industry, social media users

References
[1] Jenn Kim, J., 2019. The Evolution of Influencer Marketing — Past, Present, & Future - AspireIQ. [online] AspireIQ. Available at: [Accessed 9 October 2021].
[2] Wu, Y.P., Deatrick, J.A., McQuaid, E.L. and Thompson, D., 2019. A primer on mixed methods for pediatric researchers. Journal of pediatric psychology, 44(8), pp.905-913.
[3] Etikan, I. and Bala, K., 2017. Sampling and sampling methods. Biometrics & Biostatistics International Journal, 5(6), p.00149.
[4] Berndt, A.E., 2020. Sampling methods. Journal of Human Lactation, 36(2), pp.224-226.
Issue
Vol. 1 No. 01 (2021): Smart Green Connected Societies
Section
SMH1: Management

Most read articles by the same author(s)