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Social Media Influencers, Content and Tourism: A Study for the Swan Valley Wine Region

In: Technology Advances and Innovation in Wine Tourism

Author

Listed:
  • Kristina Georgiou

    (Curtin University)

  • Jeremy Galbreath

    (Curtin University)

Abstract

Grounded in uses and gratifications theory (UGT), this exploratory study examines how social media influencers (SMIs) relate to content in tourism campaigns. Conducted on behalf of the Swan Valley wine region in Western Australia and using in-depth interviews with 13 SMIs based in Singapore, three themes emerged from the data. First, to satisfy their own personal psychological and intrinsic needs, SMIs engage in a variety of content. Second, when a brand requires or expects user action and engagement, SMIs will more carefully or selectively use content. Lastly, SMIs demonstrate that they tailor certain types of content to the specific social media platform used. Theoretical as well as practical contributions are offered. We end the chapter with a conclusion.

Suggested Citation

  • Kristina Georgiou & Jeremy Galbreath, 2023. "Social Media Influencers, Content and Tourism: A Study for the Swan Valley Wine Region," Springer Books, in: Marianna Sigala & Coralie Haller (ed.), Technology Advances and Innovation in Wine Tourism, pages 31-45, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-8277-4_3
    DOI: 10.1007/978-981-19-8277-4_3
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