Benefits of Influencer Marketing in Tourism (PDF)

Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Deggendorf, language: English, abstract: Nowadays, it is a decisive role for the image of a company to be represented on social media because it is one of the most important type of media in today's time. The influence of traditional media is declining sharply. Companies thus loose the opportunity to reach their target groups via these older communication channels. At the same time, almost 80% of adults are online and are spending daily 166 minutes on average in the web. Consumers look at other consumers to inform themselves about products and services. This is why a new segment of Marketing has developed: so called Influencer Marketing. It is a trend topic and many companies deal already with it.

Many tourism companies agree that Marketing of their offers is mostly online. But customers do not exclusively inform themselves online. Word of mouth from family and friends are still worth a lot. Consequently, the tourism companies cannot compete with personal relations. Nevertheless, there is an opportunity to work with bloggers and thus imitate the personal recommendation. Most tourism experts are already actively using social media and look, above all opportunities, for stronger customer loyalty, direct contact with customers, but also for addressing new target groups.

The aim of the present work is to define Influencer Marketing and to work out the benefits for the tourism industry.