Biodigital Influencers in Tourism Marketing: A Social media Marketing System Analysis of Industry Practitioner Perspectives

Abstract

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.