HÉTKÖZNAPI TÉMÁK, HÉTKÖZNAPI HÍRESSÉGEK INFLUENCER KOMMUNIKÁCIÓS TRENDEK A TURIZMUSMARKETING TERÜLETÉN 2019-BEN

Abstract

Over the past few years, influencer campaigns have appeared in almost all segments of the world of
business, and this trend has not left the area of tourism marketing intact. In 2018, international and domestic
campaigns were started with the help of YouTube stars and Instagram celebrities in order to make tourist
destinations more attractive – with more and less success. Due to the novelty of the solution, there are still
many uncertainties in this practice (problems with tracking consumer behavior, trolling influencers etc.). At
the same time, communication industry continues to regard this method as one of the most effective choices,
especially when it comes to targeting younger generations. But what kind of new trends are emerging in this
field? What sort of developments can we expect in the future? Through reconstructing the discursive field of
the topic created by marketing and communication professionals, this paper reviews the latest trends in
influencer communication related to tourism marketing.