Ristova, Cvetanka and Angelkova, Tanja (2019) How are social media influencers changing the hotel industry. Can your hotel benefit from it? In: 18th International Scientific Conference - Contemporary Trends in Tourism and Hospitality "Get ready for iGeneration", 13 Sept 2019, Novi Sad, Serbia.
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Abstract
When it comes to marketing, few tools in the hotel industry are as powerful as social media.
Social media influencers are a hot topic these days in the hotel industry. Thanks to their sizable
caches of personal data, platforms like Facebook, Twitter and Instagram have made it easier
than ever for hotels to target specific markets based on age, location, gender and interests.
Even with the impact of social media in general, one of the fastest growing methods for choosing
a target audience now are social media influencers. Hotels are using influencers as the face
of their advertisements, because influencers endorse opinions about their products, which are
shared on social media platforms and help spread viral conversations about the hotel brand
online and have completely changed the way guests are making their accommodation decisions.
In the age of people posting and sharing their lives online, guests are more inclined to
make hotel accommodation decisions based on what the influencers they follow are posting.
Therefore, for hotels, using social media influencers enables the opportunity of a practice
of building relationships with the influencers who build relationships for the hotels. Whether
a social media influencer’s audience is small or large, an influencer can reach consumers via
their blogs and social networks that the hotel may not be able to.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | Social Sciences > Other social sciences |
| Divisions: | Faculty of Tourism and Business Logistics |
| Depositing User: | Cvetanka Ristova |
| Date Deposited: | 30 Oct 2019 10:14 |
| Last Modified: | 30 Oct 2019 10:14 |
| URI: | https://eprints.ugd.edu.mk/id/eprint/22755 |
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