The theoretical analysis of the influence of instagram travel influencers on gen Z’s tourism consumption

Abstract

In response to the increasingly challenging and competitive business landscape, companies have recognized the importance of social media in differentiating themselves from others. With the growing amount of time people spend on social media platforms, businesses, particularly in the tourism industry, are capitalizing on influencer partnerships to enhance their visibility. Influencers, who possess significant sway over the opinions and preferences of their followers, have become a valuable asset for destinations, hospitality industries, events, and festivals. Despite the rising use of influencer marketing in the tourism sector, there is a dearth of research on how Instagram travel influencers impact Gen Z’s tourism consumption. The main question addressed in this paper is the influence of Instagram travel influencers on Gen Z’s tourism consumption. The objective is to examine this impact through a theoretical analysis. By analyzing existing literature, scientific sources, and conducting a theoretical analysis, including the evaluation of influencers, influencer marketing, and Gen Z’s perception of influencer marketing and tourism, this research aims to provide insights into why tourism enterprises should prioritize influencer marketing to attract this demographic.