The emergence of influencer marketing has brought about a significant shift in
how brands engage with consumers. The innovative use of human-like “biodigital”
influencers has significantly increased because they offer unique advantages
over traditional human influencers. This research aims to clarify the influence
of such biodigital influencers on tourism marketing and the implications of this
technological shift in the social media marketing system (SMMS). A face-to-face
international qualitative study among 55 professionals across 31 countries
explored the potentiality of biodigitalisation in tourism marketing. Results
indicate that the main perceptions toward biodigitalisation range between
optimism, caution and scepticism, without notable adverse impacts on corporate
economic and social macromarketing. The predominantly favourable view of
biodigitalisation indicates that investors, tourist managers, and marketers
should consider biodigitalisation as a strategic technological advancement to
enhance their innovative and transformational potential.
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