This research article explores the influence of social media influencers (SMIs) in shaping the tourism image of a destination country. It distinguishes between local SMIs and foreign SMIs and focuses specifically on the influence of French SMIs on South Korea’s destination country image in France. The study analyzes the content and impact of leading French SMIs who create and share content about South Korea on platforms such as YouTube, Instagram, Tik Tok, and Twitch.
The research applies the netnographic method, which involves studying online communities and interactions, to four SMIs’ followers. The study finds that French SMIs directly influence the destination country image of South Korea in France, particularly in their followers’ cognitive, affective, and conative dimensions. However, the effect on each dimension varies. The affective route, which involves influencing emotions and feelings towards the destination, has the highest impact. It is followed by the cognitive route, which influences knowledge and information about the destination, and the conative route, which affects intentions and behaviors towards the destination.
The findings highlight that foreign SMIs play a crucial role in shaping a destination country’s tourism image in another country. Unlike local SMIs, who primarily promote tourist attractions within their own country, foreign SMIs have the ability to create a positive or negative perception of a destination country abroad based on their personal experiences and content.
This research contributes to the existing literature by filling a gap in understanding the influence of foreign SMIs on a destination country’s tourism image abroad. Prior studies have explored the influence of SMIs on travel decisions in general but have not specifically focused on the impact of foreign SMIs on shaping a destination’s image.
The implications of this research are significant for destination marketing organizations and tourism boards. It suggests that collaborating with foreign SMIs who have a significant following and influence in the target market can be an effective strategy to shape a positive destination country image. By leveraging the reach and credibility of these SMIs, destination marketing organizations can promote their country’s attractions and create a favorable perception among potential tourists.
Overall, this research highlights the important role of social media influencers, particularly foreign SMIs, in shaping the tourism image of a destination country. It emphasizes the need for destination marketers to recognize and harness the power of SMIs in their marketing strategies to attract and influence tourists.