The Impact of Influencer Marketing on Tourist Behavior and Tourism Marketing: A Systematic Literature Review

Abstract

This chapter aims to provide tourism academics and professionals with a comprehensive understanding of influencer marketing in tourism by analyzing research findings from the last decade. In this context, the chapter investigates 82 studies' findings on influencer marketing in the tourism industry conducted between 2012 and 2023 using systematic literature review method. The results indicate that the number of studies on influencer marketing has increased exponentially since 2020. In the majority of the studies, the survey method was preferred as the data collection technique, while the topics addressed were mostly on the effects of influencers on the tourist behavior and tourists' purchasing process, followed by studies examining the content created by the influencer. The results indicate that, in general, content produced by influencers has a positive impact on consumer behavior. Therefore, it would be beneficial for tourism businesses to collaborate with influencers.