Adopting Social Media Influencers in Boutique Hotel Marketing: A Case Study

Authors

DOI:

https://doi.org/10.34190/ictr.8.1.3407

Abstract

Opinions posted by popular social media influencers (SMI) impose significant influences on brand equity and subsequent purchases. From the in-depth interview with Hotel A, the current practices between the hotel and SMI were explored. It provides a useful background for developing effective instruments for the next stage of study.

Author Biographies

Norman AU, School of Hotel and Tourism Management, the Hong Kong Polytechnic University

Norman Au is Associate Professor in School of Hotel and Tourism Management at The Hong Kong Polytechnic University, Hong Kong SAR, China. His current research interests include robotic and augmented reality applications in tourism, social media marketing and information disclosure behavior.

Hailey Shin, School of Hotel and Tourism Management, the Hong Kong Polytechnic University

Hyejo Hailey Shin, Ph.D. is an Assistant Professor at the School of Hotel and Tourism Management at The Hong Kong Polytechnic University. Her research interests lie in consumer behavior toward advanced technologies, hospitality/tourism experience, and big data analytics.

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Published

2025-04-14

Issue

Vol. 8 No. 1 (2025): Proceedings of the 8th International Conference on Tourism Research

Section

Work in Progress Papers

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Copyright (c) 2025 International Conference on Tourism Research

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.