Influencers Promoting Travel: The Case of Domestic Tourism in Denmark

Pernille Jørgensen & Sasja Gustavsen

Student thesis: Master thesis


The digital landscape has evolved rapidly in the last decade and has an increasing impact on people's lives. New ways of promoting are emerging, one such way is influencer marketing. Influencer marketing has been proven beneficial in several industries. However, the tourism industry has not fully adapted this marketing strategy. As travellers heavily rely on eWOM when choosing their next travel destination, influencer marketing is a strategically important tool for Destination Marketing Organizations. This should especially apply to DMOs in Denmark since Denmarks’ destination image suffers from Danes' depreciated perception of Denmark as a vacation destination. Drawing from an inductive and explorative approach, in the form of qualitative interviews, this study aimed to understand how individuals experience influencer marketing in correlation to domestic travel in Denmark. Findings, based on the hermeneutic- phenomenological interpretation, reveal that consumers mainly have positive attitudes towards influencer marketing. It was furthermore exposed that nearly all consumers experienced were affected by influencers. Findings moreover uncover Instagram as an essential inspiration and informational tool for consumers when they are searching for their next travel destination. Following this, the study concludes that influencers are highly influential and that they could leave a significant mark on Danes’ travel discourse and, consequently, on their perception of Danmark as a travel destination. However, in order to achieve a successful influencer marketing campaign, DMOs have to consider certain aspects. Such as collaborating with influencers that are aligned with their identity, have expertise within the travel field, have the ability to create aesthetic and relatable content, can ensure proper disclosure, and finally is someone that the DMOs target audience can identify themselves with.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2021
Number of pages107
SupervisorsMarina Leban