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Influencers in Tourism Digital Marketing: A Comprehensive Literature Review

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  • Iswanto, Dedy
  • Handriana, Tanti
  • Nazwin, Asfarony Hendra
  • Sangadji, Suwandi S.

    (Universitas Nuku)

Abstract

Almost all business sectors in various developed and developing countries have realized the importance of transforming conventional marketing to digital marketing, the goal is to increase sales. Many marketing strategies can be applied to increase sales, including utilizing influencers in digital marketing. This study aims to identify digital marketing strategies that have been widely used by researchers in various countries and look for new models or new strategies that are relevant to be applied in developing countries after COVID-19 through a systematic literature review. The author searched for scientific articles on the Scopus database that were in English and fully accessible. This research reviewed 19 articles using a systematic literature review. The results showed that the majority of related research was published in 2018-2022, ten related articles were published in 2022 with three articles published in Spain. All authors proposed various variables, but generally conventional in digital marketing, while not many authors concentrated on the utilization of influencers in carrying out digital marketing. Therefore, this research offers a digital marketing strategy combined with the role of influencers in tourist destinations that have a competitive advantage.

Suggested Citation

  • Iswanto, Dedy & Handriana, Tanti & Nazwin, Asfarony Hendra & Sangadji, Suwandi S., 2024. "Influencers in Tourism Digital Marketing: A Comprehensive Literature Review," OSF Preprints m97kd, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:m97kd
    DOI: 10.31219/osf.io/m97kd
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    References listed on IDEAS

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    1. Marina Sheresheva & Marina Efremova & Lilia Valitova & Anna Polukhina & Georgy Laptev, 2021. "Russian Tourism Enterprises’ Marketing Innovations to Meet the COVID-19 Challenges," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    2. Catherine McTeigue & Claudia Sanchez & Edson Santos & Cicero Eduardo Walter & Manuel Au-Yong-Oliveira, 2021. "A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    3. Raúl Tarazona-Montoya & Marta Peris-Ortiz & Carlos Devece, 2020. "The Value of Cluster Association for Digital Marketing in Tourism Regional Development," Sustainability, MDPI, vol. 12(23), pages 1-18, November.
    4. Manfred Lenzen & Mengyu Li & Arunima Malik & Francesco Pomponi & Ya-Yen Sun & Thomas Wiedmann & Futu Faturay & Jacob Fry & Blanca Gallego & Arne Geschke & Jorge Gómez-Paredes & Keiichiro Kanemoto & St, 2020. "Global socio-economic losses and environmental gains from the Coronavirus pandemic," PLOS ONE, Public Library of Science, vol. 15(7), pages 1-13, July.
    5. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    6. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
    7. Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel & Ekinci, Yuksel, 2015. "Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers," Journal of Business Research, Elsevier, vol. 68(9), pages 1829-1835.
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