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ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19
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Instagram Travel Influencers Coping With Covid-19 Travel Disruption, Andrei Kirilenko, Katarzyna Emin, Karen Tavares
Instagram Travel Influencers Coping With Covid-19 Travel Disruption, Andrei Kirilenko, Katarzyna Emin, Karen Tavares
ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19
A significant portion of today’s marketing is done through social media influencers, that is, through bloggers with established online credibility in a certain area who are recognized and followed by a sizable online audience. In the travel and hospitality industry, the influencer marketing is primarily done through Instagram due to its emphasis on visual images rather than texts. Covid-19 related travel restrictions and shrinking social media advertisement in travel industry have heavily impacted travel influencers, reducing their income and forcing many out of business. We present the outcomes of a study of the top 150 online travel influencers. The analysis …