INFLUENCE MARKETING AND ITS SPECIFICS IN THE HOSPITALITY INDUSTRY
Abstract
The purpose of the article is to study the nature and features of influence marketing in the hospitality industry. Research methodology. To achieve this goal, such methods as historical, method of logical generalization, method of scientific abstraction, method of analysis and synthesis were used. Results. The article highlights the main factors in the growing popularity of influence marketing. It is becoming one of the most powerful and effective modern digital promotion channels, which allows to increase brand awareness and attract new audiences to the company. The main advantages of influence marketing are highlighted. Authors researched and characterized the main world trends of influence marketing. The dynamics of the global market for influence marketing, the market of influencers Instagram, TikTok, Twitch and brand-sponsored posts of influential people on Instagram are analyzed. The travel and hospitality industry were one of the first in which influential people became particularly authoritative. Here the influencers are used to increase the number of different segments of tourists to a particular geographical region, the formation of a positive perception of the destination, improving its image. Influencers also change the buying behavior of travelers, help redirect tourist flows and more. Involving influencers in the hotel industry allows you to successfully use the experience of those who already have a strong and reliable relationship with the target audience. It is determined that many hotel and travel brands integrate their marketing campaigns with leading social networks. Practical significance of resultsof the research. The analysis suggests that in today's environment, influence marketing is becoming an increasingly popular format of digital marketing, which allows you to effectively build communication with the target audience and attract new ones. Intensive use of influence marketing tools in the hospitality industry should be based on the synergy of trust in the status of the influencer and the quality of services of the hospitality industry.
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