Word-of-Mouth Redefined: A Profile of Influencers in the Travel and Tourism Industry

Abstract

The emergence of the digital economy and easy accessibility to Web 2.0 tools has seen an expansion of the influencer ecosystem withinthe travel and tourism industry. Founded on the principles of reference groups and peer reference there is a growing trend amongstindustry practitioners who are now opting to move away from many of the traditional approaches used to market their products andservices and are instead taking advantage of the concept of e-word-of-mouth (eWOM). Whilst there is a growing body of academicliterature addressing the notion of influencer marketing, there is little understanding of influencer marketers themselves.Consequentially, this study addresses this gap in the literature through the quantitative examination of those who promote products,services, or companies by distributing eWOM through their online digital channels and presence; otherwise known as travel influencers.A quantitative research approach involving an online survey yielded 255 responses from travel influencers. The research findingsindicate that those who work in this field prefer not to be awarded the label “travel influencer,” focusing instead on their specificmethod of influencing, such as blogging and vlogging or sharing Instagram updates. The research also demonstrates how the newinfluencers have a strong role in generating travel urge and desire. The research contributes to the wider body of academic literatureand travel industry practitioners by establishing the general profile of influencers and their increasingly specialized role in tourism andhospitality marketing