Past, present, and future scene of influencer marketing in hospitality and tourism management

Polat E., Çelik F., IBRAHIM B., Gursoy D.

Journal of Travel and Tourism Marketing, cilt.41, sa.3, ss.322-343, 2024 (SSCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 41 Sayı: 3
  • Basım Tarihi: 2024
  • Doi Numarası: 10.1080/10548408.2024.2317741
  • Dergi Adı: Journal of Travel and Tourism Marketing
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Index Islamicus, SportDiscus
  • Sayfa Sayıları: ss.322-343
  • Anahtar Kelimeler: bibliographic coupling analysis, bibliometric analysis, celebrity endorsement, co-citation analysis, destination marketing, influencer marketing, Social media influencers, TCCM framework, travel decision-making, travel vlog
  • İstanbul Ticaret Üniversitesi Adresli: Evet

Özet

This paper reviews influencer marketing (IM)-research in the tourism and hospitality (H&T) field to provide a state-of-the-art of the past, present, and future of IM-research. It identifies research themes, theoretical underpinnings, and methodologies utilized in IM-research. Seventy-five studies are examined through co-citation, bibliographic coupling and content analysis based on the TCCM (theory/context/characteristics/methodology) framework. Co-citation analysis reveals that IM-research focused on travel blogs, vlogs, celebrity endorsement, influencer authenticity. An assessment of recent studies through bibliographic coupling indicates a partial shift toward the study of more contemporary issues. This field-discipline-focused hybrid-review contributes to literature and practice by presenting the past, present, and future of IM-research.