The Impact of Influencer Marketing on Tourist Behavior and Tourism Marketing: A Systematic Literature Review

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dc.contributor.authorCan, Busenur
dc.contributor.authorÇakir, Onur
dc.date.accessioned2026-02-03T11:53:35Z
dc.date.available2026-02-03T11:53:35Z
dc.date.issued2024
dc.departmentÇanakkale Onsekiz Mart Üniversitesi
dc.description.abstractThis chapter aims to provide tourism academics and professionals with a comprehensive understanding of influencer marketing in tourism by analyzing research findings from the last decade. In this context, the chapter investigates 82 studies’ findings on influencer marketing in the tourism industry conducted between 2012 and 2023 using systematic literature review method. The results indicate that the number of studies on influencer marketing has increased exponentially since 2020. In the majority of the studies, the survey method was preferred as the data collection technique, while the topics addressed were mostly on the effects of influencers on the tourist behavior and tourists’ purchasing process, followed by studies examining the content created by the influencer. The results indicate that, in general, content produced by influencers has a positive impact on consumer behavior. Therefore, it would be beneficial for tourism businesses to collaborate with influencers. © 2025 by IGI Global Scientific Publishing. All rights reserved.
dc.identifier.doi10.4018/979-8-3693-3972-5.ch005
dc.identifier.endpage134
dc.identifier.isbn9798369339732
dc.identifier.isbn9798369339725
dc.identifier.scopus2-s2.0-105009556126
dc.identifier.scopusqualityN/A
dc.identifier.startpage95
dc.identifier.urihttps://doi.org/10.4018/979-8-3693-3972-5.ch005
dc.identifier.urihttps://hdl.handle.net/20.500.12428/34245
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIGI Global
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20260130
dc.subjectCommerce
dc.subjectConsumer behavior
dc.subjectLeisure industry
dc.subjectMarketplaces
dc.subjectTourism
dc.subjectData collection
dc.subjectSurvey methods
dc.subjectSystematic literature review
dc.subjectTourism industry
dc.subjectTourism marketings
dc.subjectTourist behavior
dc.subjectReviews
dc.titleThe Impact of Influencer Marketing on Tourist Behavior and Tourism Marketing: A Systematic Literature Review
dc.typeBook Chapter

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