CASTING A DIGITAL SPELL: HOW SOCIALMEDIAINFLUENCERS SHAPE DESTINATION MARKETING

Abstract

In a time when social media has taken the front stage, the travel and tourism industry has changed dramatically. The development of social media influencers as important players in destination marketing has been a major driving force behind this change. This essay aims to explore the significant impact these digital trendsetters have on destination marketing. It explores the strategies and achievementsof influencer marketing efforts, demonstrating how these digital pioneers are changing the travel landscape and impacting the choices made by travelers. To investigate the impact of influencer marketing and provide a summary of studies in these areas, a review of the literature was conducted as part of this study.