What is Influencer and Tourism

The aim of this study is to reveal how influencer communication takes place during collaborations with travel agencies and to evaluate how they communicate with their followers in this context. The study has a descriptive nature and covers the collaborations of “Korea Tourism Organization & Meryem Can,” “Visit Dubai & Meryem Can,” “Visit Dubai & Gülnihal Eren (Cocobolinho),” and “Costa Cruises & Gülnihal Eren (Cocobolinho)” as case studies. Within this framework, collaborations with different travel agencies are examined through the relevant content on the official Instagram accounts of influencers. At the same time, this compilation study shows that influencers actively participate in social networks during the experiential process of travel agencies. Additionally, the preference for female influencers who collaborate in the tourism industry is considered as another feature of the study.