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Results-Oriented Influencer Marketing Manual for the Tourism Industry
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Author(s): Carlos de-Laguno-Alarcón (University of Malaga, Spain), Plácido Sierra-Herrezuelo (University of Malaga, Spain)and María-Mercedes Rojas-de-Gracia (University of Malaga, Spain)
Copyright: 2019
Pages: 27
Source title:
Business Transformations in the Era of Digitalization
Source Author(s)/Editor(s): Karim Mezghani (Al Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & University of Sfax, Tunisia)and Wassim Aloulou (Al Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & University of Sfax, Tunisia)
DOI: 10.4018/978-1-5225-7262-6.ch014
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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.
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