Impact of Digital Marketing Influencers, such as Travel Bloggers, on Creating Hotel Image,

Services, and Products to Enhance Profitability and Customer Awareness

Introduction

Because social media has grown so quickly, influential individuals, additionally referred to as
leaders of opinion, are critical to the network's success. An influencer is someone who
possesses enticing traits and likability, including their appearance, body, ability, expertise,
and attractiveness, and uses these to convince others. Bloggers are defined as people who
have many followers and can persuade them to behave. Another study found that influencers,
as everyday customers, are more willing to impart information and opinions among other
individuals who use the internet. (Yetimoğlu & Uğurlu, 2020)

Moreover, in 2021, a study by Barbe and Neuburger highlighted that influencer marketing is
the promotion of goods or services by an individual who is perceived to be influential.
Influencer marketing differs from endorsements from famous people in that the person being
promoted is frequently not a famous person but rather ''micro-celebrity' who rose to
prominence through the purposeful development of a digital following, particularly via social
media. These social media personalities shape their viewers' beliefs and are perceived to be
more relatable, making them an effective tool for electronic word-of-mouth. Both YouTube
and Instagram are attractive venues for social media influencers because of their broad reach
and emphasis on pictures and videos. According to the outcomes of the study conducted by
Garg and Kumar (2021), variables such as advertising strategies and eWOM have an
important effect on customer purchasing intentions of small hotel chains in Malaysia via the
mediating variables deemed helpfulness and the impression of confidence.

Influencer marketing is an important aspect of hotel marketing tactics since it influences the
choices consumers make about the property. Hotels use bloggers to promote their goods and
express their thoughts on social media. This has altered the way visitors make lodging
selections, since consumers are far more inclined to believe and value these influencers'
online reputations. Overall, the research findings revealed an association between the choices
of customers and the e-service scape through the use of social networking influencers, as well
as the influence of sponsored and organic material on the choices made by
customers. (Chourasia et al., 2023)

The study investigates how social media influencers affect consumer restaurant selection
decisions. Using Smart PLS, the study discovered that confidence in influencers had a
beneficial impact on each stage of the decision-making process. Consumers frequently visit
suggested eateries and seek guidance from influencers. Trust also impacts pre- and post-
purchase selections, with a strong link between contentment and knowledge reporting. (“The
Influence of Social Media Influencers on Consumers’ Decision Making of Restaurant
Choice,” 2023).

Problem Statement

Hotels in the dynamic panorama of hospitality industry are progressively depending on

digital marketing strategies to design consumer discernments. The marketing strategies
encompass various influencer collaborations and endorsement by travel vloggers to improve
brand image. Despite the overwhelming influence of advance marketing strategies, there is
space for exploration of precise impact of digital marketing strategies on hotel viability and
customer response. Subsequently investigating this research gap will help in providing
reliable insights for hotel industry and practitioners in South Korea to improve their
marketing strategies in highly competitive market.

Research Objectives

Research Objectives are given under as;

 To investigate the role of digital marketing in making the reputation of hotels,

especially by travel vloggers in Seoul.
 To evaluate the impact of digital marketing on consumer’s opinion on hotel’s
hospitality services and products in Seoul, South Korea.
 To explore the impact of ever evolving digital marketing on hotel’s profitability.
 To assess the relationship between digital marketing and customer’s perceptions about
hotels.

Research Questions

Following research questions will be addressed by the proposed research;

 How do the digital marketing strategies, particularly social media influencers alter the
shape of hotel image amongst the potential customers?
 Which digital marketing campaigns factors play key role in affecting consumer views
of hotel services and products?
 On what grounds hotels recognize the role of digital marketing and social influencers
in hotel’s profitability and revenue generation?
  What is the role of digital marketing viability, and consumer behaviour on decision
making process in hotels?
 What are the opportunities and challenges hotels suffering from due to digital
marketing campaigns with reference to customer awareness, and brand equity?

Hypothesis

H1: Digital Marketing influencers enhance hotel’s profitability and Customer Awareness in
South Korea.

H2: Travel Vloggers contribute to improving restaurant’s image.

H3: Visuals endorsed by travel vloggers have dominant impact in customer behaviour
intention with respect to service/product.

Research Model
Frequency of Visits

Hotel’s Profitability

Travel Vlogger

Customer Awareness

Social Media
Digital
Influencers
Marketing
Customer Behaviour

Destination Visual of
Services/ Products
Brand Image

Significance of the Study

The proposed research will ass supplementary knowledge by providing detailed statistical
evidence on impact of digital marketing campaigns driven by influencers and travel vloggers
on hotel industry in South Korea. The results of this research can hold valuable insights for
hotel managers, marketers, and industry practitioners in devising an effecting marketing
strategy that not only improves brand image but also add to its profitability and customer’s
positive perception.

2. Literature Review

2.1. Digital Marketing in the Hotel Industry

Digital marketing plays a significant role in the hotel sector, particularly with the issue
described in the problem statement. Hotels may efficiently contact and interact with their
target audience using a variety of digital platforms, including social media, websites, and
email marketing (Parvez et al., 2018). Collaborations with travel bloggers boost the
effectiveness of digital marketing initiatives since these influencers have tremendous weight
over customer perceptions and behaviours. Hotels may use digital marketing to promote their
services and goods, generate appealing visual material, and connect directly with potential
guests, all of which help to shape their image and foster brand loyalty. Hotels that use digital
marketing methods effectively may boost profitability and client awareness, giving them a
competitive advantage in the changing hospitality industry (Kapoor & Kapoor, 2021).

2.2. Role of Travel Bloggers as Digital Marketing Influencers

Travel bloggers are powerful digital marketing agents that help shape hotel image, services,
and product perception, which is strongly related to the issue statement. Travel bloggers, with
their honest and accessible material, have established themselves as reliable sources of
information and inspiration for travellers all over the world (Kaplan & Haenlein, 2010). Their
hotel endorsements and recommendations not only introduce potential visitors to new places,
but also affect their decision-making process when booking lodgings. Hotels may increase
brand awareness and reach by collaborating with travel bloggers, who have a large and
engaged audience. Travel bloggers humanise the hotel experience by delivering firsthand
insights and immersive storytelling that engage with consumers, resulting in greater
profitability and customer awareness in the hospitality business (Hughes et al., 2019).
Sargsyan et al. (2023), in his research explored the potential impacts of social media
influencers on marketing. The author emphasized Gen Z as the primary user of social media
platforms and utilized Sobel and multi regression test to observe the intricate relationship
between social media influencers and marketing. A study conducted by Lehtinen (2021),
highlighted the role of digital marketing on attracting tourism. The results indicated the
positive reinforcement of visitors on spots that were promoted on social platforms such as
websites including visit Korea.

2.3. Impact of Travel Bloggers on Hotel Image

Travel bloggers have a considerable impact on hotel image in the context of the problem
statement. Through their unique and visually captivating material, travel bloggers impact
impressions of hotels by delivering firsthand experiences and suggestions to their engaged
audiences (“The Influence of Social Media Influencers on Consumers’ Decision Making of
Restaurant Choice,” 2023). Their ratings, suggestions, and endorsements not only highlight
the hotels' distinctive features, but also help to create confidence and credibility with new
guests. Travel bloggers, as digital marketing influencers, play an important role in building
the narrative around hotels, influencing consumer views, and, eventually, affecting
profitability and customer awareness in the hospitality business (Leung et al., 2013).
Research conducted in Kyung Hee University, Seoul has indicated how certain traits vested
by influencers can proportionally stimulate and enhance hotel’s reputation through digital
marketing (Sargsyan et al., 2023). The social media interface between travel vloggers and
public acts as an instrumental tool to share hospitality attractions, accessibilities, amnesties,
packages, and services that ables the company to reach its marketing goals.

2.4. Influencer Marketing and Customer Awareness

Influencer marketing, particularly cooperation with travel bloggers, has a significant

influence on customer awareness of the aforementioned problem. Hotels may greatly increase
their reach and visibility by collaborating with important figures that have a loyal following
of interested audiences. Travel bloggers use honest and accessible material to successfully
express the unique offers and experiences given by hotels to their readers. Consequently,
clients become more aware of the hotel's brand, services, and products, which sparks higher
interest and consideration. Influencer marketing is a great tool for hotels to increase consumer
awareness, eventually generating reservations and creating long-term connections with their
target audience in the highly competitive hospitality business (Kiss & Bichler, 2008). The
study conducted in Kyung Hee University, by Sargsyan et al. (2023), demonstrated the social
influencer’s characteristics as independent variable and consumer behaviour as dependant
variable. The comparative and multi-regression analysis provided insights about the impacts
of influencer’s characteristics on customer behaviour.
 Conceptual Model:

Travel Vlogger Customer Awareness

Destination Visual of
Services/ Products Customer Behaviour
Digital Marketing
Intention

Social Media
Influencers

3. Theoretical Framework Profitability

3.1. Social Influence Theory

Social Influence Theory is extremely useful for understanding the dynamics of digital
marketing influence, notably through cooperation with travel bloggers, on hotel image and
consumer views. According to this idea, the actions and views of people in one's social
network impact an individual's behaviours, attitudes, and decisions. In the context of the
hospitality business, travel bloggers function as prominent people whose opinions and
recommendations may affect the perceptions of their followers about hotels' services and
goods. Using Social Influence Theory, researchers can investigate how travel bloggers'
endorsements and content distribution influence consumers' attitudes and behaviours towards
hotels, ultimately shedding light on the mechanisms by which digital marketing initiatives
affect brand image, profitability, and customer awareness (Peng et al., 2017).

3.2. Consumer Behaviour Theory

customer Behaviour Theory is critical for understanding how digital marketing, particularly
cooperation with travel bloggers, influences customer views of hotel services and goods. This
theory investigates the psychological, social, and environmental elements that impact
people's decision-making processes while choosing and assessing products and services. In
the hospitality business, consumer behaviour theory helps explain how digital marketing
information, such as endorsements and recommendations from travel bloggers, influences
consumers' attitudes, motives, and perceptions. Researchers can gain insights into the
mechanisms underlying consumers' responses to digital marketing efforts by investigating
variables such as consumer preferences, trust, perceived value, and purchase intentions,
which can then be used to inform strategies to improve brand image, profitability, and
customer awareness in the hotel industry (Giampietri et al., 2018).

3.3. Integrated Marketing Communication (IMC) Model

The Integrated Marketing Communication (IMC) model is critical for understanding how
digital marketing influence, particularly through cooperation with travel bloggers, affects
hotel image, services, and product perception. IMC emphasises the need of coordinating
numerous marketing channels and messaging to create consistency and harmony in
communication initiatives. In the hotel business, IMC provides a framework for connecting
digital marketing techniques with overarching marketing goals such as increasing brand
recognition, establishing favourable brand associations, and driving consumer interaction.
Hotels may improve their profitability and client awareness by combining digital marketing
initiatives with traditional promotional activities such as advertising, public relations, and
direct marketing (Foroudi et al., 2017).

4. Research Methodology

4.1. Research Design

The study will adopt mix method approach, incorporating both qualitative and quantitative
research methods to gain comprehensive details on the impacts of digital marketing on hotel’s
reputation, services, products, and customer’s perceptions.

4.2. Area of Study

The study will be carried out in Hotel Skypark Central Myeondong and Hotel Parkhabio.

4.2.1 Focus Group

The focus group will include individuals from hotel managing staff, marketing staff,
accounts, and finance. Digital content creators i.e. Travel vloggers and influencers will also
be the part of this research.
4.3. Sampling Technique

Purposive sampling will be employed for collection of data. Such sampling technique will not
only allow precise data pool but also effectively manage time for survey. The sample pool
will include hotel managers, marketing staff, social media team, travel vloggers, influencers.
Convenience sampling will be employed to collect data from customers (Taherdoost, 2016).

4.4. Sample Size

The general formula employed for calculating sample size is;

n = Z2 x p x (1-p)/ E2

n = sample size.

Z = Z-score corresponding to the desired confidence level.

p = estimated proportion of the population that possesses the attribute of interest.

E = margin of error.

The calculation results indicate that the sample size of approximately 384 individuals will be
collected from each hotel to conduct a simultaneous comparative study. The sample size is
sufficient to validate empirical results while ensuring the equilibrium between accuracy and
resource efficiency.

4.5. Data Collection Methods

Primary Data:

4.5.1 Quantitative:

Online and on-site surveys will be conducted to collect responses from hotel guests to shed
light on their perceptions about hotel, and their experience of digital marketing. It will also
help in understanding how it impacts their booking/purchase behaviour.

4.5.2 Qualitative:

In-depth Interviews will be conducted with hotel staff including managers, marketing staff,
finance, marketers, and travel vloggers to obtain the qualitative set of data. The survey will be
conducted in two stages, first step will include one on one interview with each category
where as a group discussion/interview will conducted to improve the precision of data.
Questionnaire will also focus on the opinion of influencers about the leverage they withhold
on hotels (Oflazoglu, 2017).
Secondary Data:

Secondary data will be collected through detailed literature review which will include
descriptive articles and case studies. Secondary data will form the grounds to design
questionnaire for survey and interviews respectively.

4.6. Data Analysis Techniques

4.6.1 Quantitative Analysis:

When analysing the impact of digital marketing influence, such as collaborations with travel
bloggers, on hotel image, services, and product perception for increased profitability and
consumer awareness, both descriptive and inferential statistics are required. Descriptive
statistics would be used to summarise significant data aspects, such as measures of central
tendency and variability, so offering insights into consumer views and patterns. Inferential
statistics, on the other hand, would make hypothesis testing and prediction easier, allowing
researchers to draw inferences about the larger population based on the sample data
examined.
4.6.2 Qualitative Analysis:

Thematic analysis will be used for identification, analysis, and observation of various themes
in the dataset (Roberts et al., 2019). The process involves categorization of data into codes
depending upon several keywords; these codes are then classed into themes, each
representing specific type of information or idea. The themes are further refined and reviewed
for effective presentation and precision of results (Guest et al., 2012).

4.7. Ethical Considerations

Ethical considerations will be paramount during the conduct of research to ensure integrity of
research. Informed consent, confidentiality, anonymity, and data protection will be prioritized
during the present study to provide accurate, well-informed outcome (Ruzek & Zatzick,
2000).

5. Expected Findings

Following research outcomes are expected from the proposed research;

 The efficacy of digital marketing strategies helps in shaping the reputation of hotels
and their public perception. Influencers, especially the encouraging role travel
vloggers will be identified.
  The impact of digital marketing content on consumer’s behaviour in context to
booking/purchasing that directly influences hotel’s productivity.
 Drawing strategies for hotels that can further effectively reinforce the digital
marketing strategies targeting customer’s perception and overall viability.

7. Conclusion

To summarise, the significance of internet marketing, particularly cooperation with travel

bloggers, on hotel image, services, and product perception is indisputable. Leveraging
influencer marketing methods successfully may increase consumer awareness, boost
profitability, and strengthen brand positioning in the competitive hospitality sector. As hotels
traverse the digital environment, recognising and leveraging the power of influencer
marketing will be critical for long-term success and development in the ever-changing
industry.

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