| Abstract | U posljednjem desetljeću, digitalna revolucija je preoblikovala način na koji ljudi putuju i doživljavaju svijet. S razvojem interneta, društvenih medija i influencer marketinga, putovanja su postala više od jednostavnog odlaska na odmor. Danas se putovanja prikazuju kroz niz priča, fotografija i videozapisa na društvenim medijima. U tom kontekstu, uloga influencera u turizmu i digitalnom marketingu postala je ključna komponenta uspješne promocije destinacija, hotela, restorana i brojnih drugih turističkih proizvoda. Ovaj rad je istražio ovu dinamičnu ulogu influencera, analizirao njezin potencijal i pomogao u dubljem razumijevanju kako influencer marketing utječe na turističku industriju.
S obzirom na brze promjene u svijetu društvenih medija i influencera koji djeluju na njima, trendovi u ovim područjima uvijek su zanimljiva tema. Ovaj rad za cilj je imao definirati ključne pojmove povezane s upotrebom društvenih medija i njihovom primjenom u turizmu, objasniti osnovne aspekte influencer marketinga u promociji turističkih destinacija te kroz anketno istraživanje ispitati stavove o influencerima i razinu povjerenja prema njima.
Može se zaključiti da influenceri igraju ključnu ulogu u turizmu i digitalnom marketingu. Njihova autentičnost, vjerodostojnost i sposobnost povezivanja s publikom čine ih moćnim alatima za promociju destinacija i turističkih proizvoda. Uz pravilno vođen influencer marketing, destinacije mogu izgraditi snažnu online prisutnost i privući nove generacije putnika željnih autentičnih iskustava. |
| Abstract (english) | In the last decade, the digital revolution has reshaped the way people travel and experience the world. With the development of the internet, social media, and influencer marketing, travel has become more than just going on vacation. Today, travel is portrayed through a series of stories, photos, and videos on social media. In this context, the role of influencers in tourism and digital marketing has become a key component of successful destination, hotel, restaurant, and various other tourism product promotions. This paper has explored this dynamic role of influencers, analyzed its potential, and helped to deepen the understanding of how influencer marketing impacts the tourism industry.
Considering the rapid changes in the world of social media and the influencers who operate within it, trends in these areas are always an interesting topic. The aim of this paper was to define key concepts related to the use of social media and their application in tourism, explain the fundamental aspects of influencer marketing in promoting tourist destinations, and through a survey, examine attitudes towards influencers and the level of trust placed in them.
It can be concluded that influencers play a crucial role in tourism and digital marketing. Their authenticity, credibility, and ability to connect with the audience make them powerful tools for promoting destinations and tourism products. With well-executed influencer marketing, destinations can build a strong online presence and attract new generations of travelers seeking authentic experiences. |
