Influencer marketing in the tourism sector

Abstract

This study has the objective of analyzing how marketing in the tourism sector is adapting to the new lifestyles of society as a result of major technological advances. More specifically, how marketing is being introduced in social networks and how it should reach the masses through a figure that represents them as an influencer. The new forms of promotion in the tourism sector require a new strategic point of view that provides companies with a more efficient and satisfactory way to interact with the tourist user. In this context, traditional word-of-mouth has been evolving towards a new direction called Social Marketing Influencer (SMI), a new way of promotion that provides businesses with the benefits of accessing a wider and more diverse audience. Therefore, the purpose of this study is to explore what influencer marketing is all about and how influencers can influence buyers, why companies today are investing more and more in these advertising campaigns and what aspects they focus on when they intend to enter the world of influencer marketing and what is the process that needs to be carried out in order to carry out an advertising campaign through social networks. So, this thesis is presented to determine the impact of SMI in the tourism sector, study the brands and influencers that use this marketing approach, and finally analyze what is the behavior that end up adopting those users who use social networks and follow these influencers. We will use the capital city of Madrid as a case study in order to find out if SMI can be used in this sector to increase tourism and prestige.