THE EFFECT OF SOCIAL MEDIA INFLUENCERS AND ONLINE REVIEWS IN TOURISM MARKETING: A REVIEW OF LITERATURE

Abstract

Tourism has become one of the fastest-growing industries globally, significantly contributing to socio- economic development. With the advent of the internet, particularly social media platforms, tourism marketing has seen a major transformation. This literature review examines the impact of SMIs and online reviews on tourism marketing, focusing on two primary research questions: (1) How do SMIs influence visit intentions? and (2) how reliable are online reviews for making travel decisions?. The method used is a literature review, analyzing research published in the last five years. The findings reveal that the influence of SMIs on visit intentions is multifaceted, incorporating factors such as attractiveness, expertise, content quality, and audience perception. Tourism marketers can optimize these insights by collaborating with influencers who align with their target audience preferences, ensuring engaging and persuasive content. Online reviews are considered a highly reliable tool for travel decision-making, particularly when tourists rely on trusted platforms, high ratings, and review usefulness, which includes visual and descriptive elements. Nonetheless, the reliability of online reviews may vary depending on brand equity and individual perceptions. Future research should explore the long-term effects of influencer marketing on destination loyalty and address ethical concerns related to sponsored content that may impact consumer trust. Additionally, further studies should focus on improving review verification mechanisms and examining the role of advanced technologies in filtering authentic feedback to enhance travel decision-making accuracy.