ROLE OF INFLUENCER MARKETING IN TRAVEL AND TOURISM IN SOUTH INDIA- AN ANALYSIS

Abstract

This Research paper aims to explore the Role of Influencer Marketing in Travel and Tourism in South India. Responses from 200 samples, in the age group of 15- 55 were collected from across South India. An extensive review of Literature covering 25 research articles from California to China and Indonesia to Ireland were done to understand the usage of social media and the role of influencing marketing. A 5-point Likert scale questionnaire was framed covering various factors to ascertain the role of social media and that of influencer was administered through a google form. With the primary data collected various quantitative analysis using statistical tools such as percentage Analysis, Chi Square test, one-way ANOVA and Pearson Correlation were applied to draw meaningful findings. It was found that Educational Qualification and age played a role in usage of social media and liking for travel. Income plays a role on frequency of the trip and choice of destination and more importantly the significant role of influencer marketing in promoting tourism was identified