SONAR|HES-SO

SONAR|HES-SO

SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

En cas de question, merci de contacter les bibliothécaires de la HES-SO : bibliotheques(at)hes-so.ch

Back to SONAR
Back
Fux_Masha_2022_BTWithoutAppendix.pdf
Bachelor thesis

The strategic implementation of influencer marketing in the swiss hotel industry

  • Sierre : Haute Ecole de Gestion Valais, 2022

Bachelor of Science HES-SO (BSc) en Tourisme: Haute Ecole de Gestion Valais, 2022

influencer marketing
hotel industry
Switzerland
social media influencers
marketing strategy
English The study of influencer marketing is a rising trend among academics and practitioners, given its greater advertising effectiveness compared to traditional marketing efforts. This is because influencers are perceived by customers to be more credible and trustworthy. Within the tourism and hospitality industry, influencers are proven to have a great impact on the destination and hotel choice of travellers. Current literature reveals little about how hotel marketers can strategically make use of this new marketing trend and the process itself is still regarded among academics to be trial and error. To investigate how to strategically implement influencer marketing in the Swiss hotel industry, a multiple case study approach with hotel marketers and influencers in Switzerland has been carried out. The findings partly confirm that the process of implementing influencer marketing is not yet very strategic. Hotel marketers still rely heavily on their gut feeling when selecting the right influencer. However, results indicate that the process is regarded as strategic if contracts are made and the communication works well between the influencer and the hotel. The thesis concludes with managerial recommendations for how hotel marketers should proceed when using influencer marketing and future research areas are mentioned.
Language
  • English
Classification
Economics
Notes
  • Haute Ecole de Gestion Valais
  • Tourisme - Tourismus
  • hesso:hegvs
Persistent URL
https://sonar.ch/hesso/documents/322673
Statistics
Document views: 425 File downloads:
  • Fux_Masha_2022_BTWithoutAppendix.pdf: 467