INFLUENCER MARKETING A TURIZMUSBAN – TRENDEK ÉS GYAKORLAT
INFLUENCER MARKETING IN TOURISM – TRENDS AND PRACTICES

Summary/Abstract: Working with influencers in marketing communications campaigns has been a widely spread practice now for a period of time both in Hungary and abroad. The main reason for this is that nowadays it is almost impossible to reach the most important target groups effectively without influencers. Our main research question is how and on which efficiency level influencers can be used in tourism marketing campaigns. In the first part of our study we provide the major definitional framework of the research topic, namely we classify influencers from different aspects, and outline influencer marketing activities. Next we will examine the current Hungarian and international influencer marketing trends, with special emphasis on influencers working in the tourism industry, their main features and activities (solo travelers, bloggers, youtubers, instagramers, etc.) Then we introduce the most well-known Hungarian influencers in the tourism sector, their activities, content and the characteristics of their applicability in tourism marketing. Finally in the closing part of our study we give insights into a successful campaign in the field of tourism which involved influencers.

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