Analyzing the Influence of Commercial Partnerships on the Authenticity of Tourism Content Created by Influencers
Analyzing the Influence of Commercial Partnerships on the Authenticity of Tourism Content Created by Influencers

Author(s): Ivana Ercegovac, Mirjana Tankosić
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Influencer marketing; Tourism; Authenticity; Commercialization; Digital platforms, YouTube
Summary/Abstract: With digital platforms like YouTube increasingly shaping travel choices, influencers play a valuable role in promoting destinations. However, as influencers engage in sponsorships and paid collaborations, questions arise about the impact of commercial interests on the authenticity of their content. The study employs a qualitative content analysis of 30 videos created by five prominent tourism influencers on YouTube. The analysis focuses on key elements such as personal storytelling, sponsorship disclosure, brand alignment, and audience engagement. The findings reveal that influencers adopt subtle strategies to blend personal experiences with brand promotions, often using storytelling techniques and transparent sponsorship disclosures to maintain credibility. The study identifies key factors that influence audience perceptions of authenticity, such as alignment between the influencer’s personal brand and the sponsored content. These insights offer valuable implications for tourism marketing, highlighting how influencer-driven content affects consumer behavior and destination branding. The research provides actionable guidance for influencers, tourism boards, and marketers aiming to balance authenticity with commercial demands in an increasingly commercialized digital environment.

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