The Role of Influencer Marketing for Tourism Destinations in Improving Brand Awareness through Instagram
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 02
Abstract
This abstract delves into a comprehensive examination of the impact of Influencer Marketing on elevating brand awareness for tourism destinations, specifically leveraging Instagram as a pivotal social media platform. Situated in Nglanggeran Tourism Village, Gunungkidul, Yogyakarta, Indonesia, the study investigates the symbiotic relationship between influencer collaboration and the promotion of tourism destinations, with a focal point on measuring brand awareness as a primary outcome. Employing a quantitative methodology that integrates content analysis, surveys, Focus Group Discussion, and In-depth interviews; the study aims to assess the efficacy of Influencer Marketing campaigns. It further aims to identify the key factors of influencing brand awareness and delve into the perceptions and experiences of the influencers. The research question is how does influencer marketing on Instagram contribute to enhancing brand awareness for tourism destinations and what factors influence the effectiveness of such campaigns in the context of evolving consumer behaviour and preference. The findings reveal a positive correlation between influencer marketing and brand awareness, underscoring Instagram's potential as a potent tool for destination promotion. This study offers valuable insights for tourism marketers and destination management organizations seeking to strategically utilize influencer collaborations to enhance brand visibility and attract a greater influx of tourists.
Authors and Affiliations
Cornellia AH, Putrianti H, Sinangjoyo NJ
Keywords
Related Articles
- EP ID EP731149
- DOI 10.47191/jefms/v7-i2-34
- Views 98
- Downloads 1
The Influence of Knowledge Level on Saving Interest in Islamic Banks in Indonesia
In Indonesia, a country with a majority Muslim population, there exists a deficiency in the understanding of Islamic banking. Despite the presence of Islamic banks operating in Indonesia for several decades, their penetr...
Democracy, Corruption and Income: Evidence from Sub-Saharan Africa
The objective of this paper is to investigate the effect that democracy and corruption have on income in sub-Saharan Africa. The results show that whether or not democracy has income effects depends on a particular indic...
The profitability index and its impact on sustainable development decisions
The profitability index plays an important role in helping decision-makers, whether they are short-term decisions or long-term decisions, the profitability index is used in various ways to assist short-term decision-make...
Model of Regulatory Consistency of Local Government Capital Equalisation in Regional Development Banks
The objective of this study is to analyze the implementation of competitive advantages of local government equity participation in Regional Development Banks for the October 2020 period in the category of commercial bank...
Entrepreneurial Orientation and Financial Growth of Quoted Pharmaceutical Companies in Nigeria
Pharmaceutical companies have a critical role in ensuring that people have access to high-quality and affordable medical services. They provide a wide range of healthcare offerings, including preventive care and emergenc...