Influence of Opinion Leaders on Tourism Product Promotion
The purpose of the work is to analyze the effectiveness and relevance of using opinion leaders to promote a tourism product. The methodological basis of the study is a critical analysis of the basic definitions of influence marketing, methods of induction and deduction, as well as conducting empiric...
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| Published in: | Vìsnik Kiïvsʹkogo nacìonalʹnogo unìversitetu kulʹturi ì mistectv. Serìâ Turizm Vol. 5; no. 1; pp. 37 - 47 |
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| Main Authors: | , , |
| Format: | Journal Article |
| Language: | English |
| Published: |
30-06-2022
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| Online Access: | Get full text |
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| Summary: | The purpose of the work is to analyze the effectiveness and relevance of using opinion leaders to promote a tourism product. The methodological basis of the study is a critical analysis of the basic definitions of influence marketing, methods of induction and deduction, as well as conducting empirical research (questionnaires). Scientific novelty. A new format of marketing communication for a tourist enterprise has been defined. Innovative tools for the promotion of a tourism product have been identified. A study was conducted, during which data was collected on the distribution of advertising among opinion leaders, the most popular social networks, the level of trust in advertising among influencers and popular bloggers, the use of information from opinion leaders in professional activities, and thematic types of blogs that are followed the most. Effective tools of influence-marketing which can be used in the tourist sphere are analyzed. It was revealed that advertising among opinion leaders has recently become a mass phenomenon, and the level of trust in it is constantly growing. Types of cooperation with opinion leaders have been defined. The expediency of using influence marketing to promote a tourist product has been substantiated. |
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| ISSN: | 2616-7603 2618-1460 |
| DOI: | 10.31866/2616-7603.5.1.2022.261996 |