Master Thesis Online
Using influencer marketing to raise ecological awareness concerning the tourism sector
Neven, Solène 
Promotor(s) :
Steils, Nadia
Date of defense : 4-Sep-2023/8-Sep-2023 • Permalink : http://hdl.handle.net/2268.2/18861
Thesis-SolèneNeven.pdfDetails
| Title : | Using influencer marketing to raise ecological awareness concerning the tourism sector |
| Translated title : | [fr] Utiliser le marketing d'influence pour augmenter la conscience écologique dans le secteur du tourisme |
| Author : | Neven, Solène
|
| Date of defense : | 4-Sep-2023/8-Sep-2023 |
| Advisor(s) : | Steils, Nadia
|
| Committee's member(s) : | Cadiat, Anne-Christine
|
| Language : | English |
| Number of pages : | 138 |
| Keywords : | [en] influencer marketing [en] overtourism [en] travel decisions [en] ecological awareness [en] sustainable tourism |
| Discipline(s) : | Business & economic sciences > Marketing |
| Target public : | Student General public |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences de gestion, à finalité spécialisée en international strategic marketing |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] This research is looking into the feasibility of using influencer marketing to good purpose to encourage young people to travel in a low-impact way. To do so, the link between the three themes of influencer marketing, excessive tourism and ecological awareness was analysed to determine whether influencer marketing can be used as spokespeople for environmental concerns, particularly in the tourism sector. The results show that, yes, influencers can actually be used as a means of educating and raising awareness among young consumers concerning tourism. Several reasons were offered: they are the new reference in terms of travel, their content on social networks contributes to mass tourism and they have a real impact on their followers.
However, the findings reveal that there are still some barriers explaining why there is a lack of consideration of environmental concern in influencers' content. In addition, criteria that are essential to the success of strategies involving influencers were raised.
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