Abstract

Social media has gradually become an indispensable part of human life, driving the development of the digital economy and e-commerce, and establishing an ecosystem for its vast and diverse user base. The current trend is consumer behavior based on evaluations from influencers – those who shape public opinion. The trust placed in these individuals is based on the number of views, interactions, and the images and posts they create on social media platforms. The tourism industry is somewhat boosted by customers choosing travel destinations from highly viewed posts online. This article then analyzes several aspects of the role of influencers and their impact on tourism.

Keywords: Influencers, social network, tourism.