ASSESSMENT OF THE IMPACT OF FACTORS ON THE PERFORMANCE OF INFLUENCERS IN THE TOURISM SECTOR

Abstract

The digital transformation of all spheres of activity, including tourism, requires a reconsideration of approaches to tourism sustainability. This research paper examines the influence of various factors on the performance of influencers in the tourism industry such as engagement rate and reach. The paper examines the influence of content and audience on the success of influencers in promoting tourism services and products. The prerequisites for the formation of sustainability of the tourism sphere through the development of influencer marketing strategies and organization of interaction with influencers are defined. The paper focuses on the video format of content, examining both full-length and short-form videos with a focus on the content formats consumed by users in the digital environment. The paper studies influencers that publish content in the travel and tourism field, categorized as macroinfluencers and million-dollar influencers. Using the methods of correlation and regression analysis, the factors and the degree of their influence on such metrics as engagement rate and reach are evaluated. Recommendations explaining the practical application of the findings are formulated. The results of the study can be useful both for travel companies planning to partner with Influencers and for Influencers themselves seeking to improve their effectiveness and attractiveness to both partners and users consuming their content.