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Reviewing the Role of
Influencer Marketing in Promoting Wellness Tourism in Kerala State |
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| Paper Id :
18153 Submission Date :
2023-09-05 Acceptance Date :
2023-09-20 Publication Date :
2023-09-25
This is an open-access research paper/article distributed under the terms of the Creative Commons Attribution 4.0 International, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. DOI:10.5281/zenodo.8425001 For verification of this paper, please visit on
http://www.socialresearchfoundation.com/remarking.php#8
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| Abstract |
Wellness tourism is dominating all other forms
of tourism worldwide. The global wellness tourism market is anticipated to
increase from $718.50 Billion in 2021 to $801.45 Billion in 2022 at a compound
annual growth rate (CAGR) of 11.5Percentage, and to $1,098.42 Billion in 2026
at a CAGR of 8.2Percentage. The wellbeing industry continues to thrive. Despite
the impact of the pandemic on the global economy, or perhaps as a result of it,
the current generation is more cognizant of the significance of maintaining a
healthy body and mind. In addition to yoga classes, hand compressors, and even
anti-inflammatory kimchi, the wellness industry continues to produce a vast array
of products and services that facilitate a healthy lifestyle. The social media
marketing has made wellness as much a part of our daily conversations and the
internet is a cold platform, the wellness market has utilized the power of
influencer marketing to give a face to the voice. This has increased customer
bases and increased the market share.This paper outlines the dynamic
development of wellness tourism in Kerala and its association with influencer
marketing as an influential promotional strategy. Kerala, sometimes referred to
as "God's Own Country," has had a notable surge in wellness tourism,
attracting visitors who seek revitalization in the midst of its tranquil
natural surroundings and indigenous therapeutic methods. The application of influencer
marketing tactics has become a significant factor in boosting wellness tourism
in Kerala, providing a novel approach to how locations can leverage the
influence of digital influencers to appeal to wellness tourists. The
researchers have explored the theoretical underpinnings, present-day
methodologies, and prospective ramifications of influencer marketing on the
wellness tourism industry in Kerala. The attempt was also made to give brief
review of literature on influencer marketing. The attempt has also been made by
the researchers to give brief idea about the role of influencer marketing in
promoting wellness tourism in Kerala and a brief idea has also been given about
the opportunities and challenges faced by influencer marketer. |
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| Keywords | Wellness Tourism, Digital Influencers, Current Practices, God's Own Country, Promotional Tool. | ||||||
| Introduction | Tourism
is essential to India's economy and is expanding significantly. According to
the Global Travel and Tourism Council, in 2021 tourism generated 13,2 lakh
crore (US$170 Billion) i.e. 5.8Percentage of India's gross domestic product and
supported 32,1 Million jobs. The industry is anticipated to grow at an annual
rate of 7.8 percent to 33.8 lakh crore (US$420 Billion) by 2031
i.e.7.2Percentage of GDP (www.wikipedia.org). Tourism
has been growing quickly around the world, both in terms of the number of
people who travel and the money they bring in. With the development of
different kinds of tourism, the world has become home to many well-known
places. Now, tourism has grown into a sector with a lot of useful sub-sectors
that can help to boost local economies and help many countries grow as a whole
(Preji, M. P., and S. K. Lenka, 2020). India's
domestic and international tourist receipts both reflect the fact that the
wellness tourism sector is booming. Due to the fact that many of India's
exports include retreats for meditation, yoga, and Ayurveda, wellness tourism
has been one of the factors driving the expansion of the country's tourist
industry. Traditional medicine makes up the greatest portion of India's
wellness industry, followed by the personal care and cosmetics, nutrition, and
wellness tourism sectors (www.researchandmarkets.com). With
the introduction of the tourism industry in Kerala, medical and wellness
tourism have exploded in popularity. Ayurveda, Yoga, and Naturopathy are the
main contributors breathing new life into an industry that has been on life
support for a long time: the hospitality industry. Yoga and Ayurveda are
regarded as natural means of bolstering immunity, enhancing life quality, and
promoting mental and physical health. Both have no negative side effects, which
is an added benefit (www.tourismnewslive.com ). Kerala,
a state in the southern area of India, is well-known for its natural beauty,
historical significance, and long-standing Ayurvedic and holistic healing
practices. It has developed into a major wellness tourism hub, drawing visitors
from all over the world who are looking for a place to relax, rejuvenate, and
reconnect with nature. Yoga and meditation retreats, Ayurvedic spas,
eco-friendly hotels, and other wellness-oriented activities are all part of
Kerala's growing tourism industry. Visitors to the state can explore a variety
of healing traditions with rich cultural roots all around the state. To counteract
this, and to promote its unique wellness offers to a larger audience, Kerala
has turned to influencer marketing as a strategic tactic (Haseena V A, 2015). As
a subset of the larger travel and tourism industry, wellness tourism has
exploded in popularity in recent years. More
and more people throughout the world are looking for vacation spots that will
improve their health in all aspects. Kerala, a state in the southwestern
portion of India known as "God's Own Country," has been a major
wellness-tourism destination in recent years. Kerala
offers a one-of-a-kind and exquisite location for those in search of wellbeing
thanks to its beautiful natural surroundings, diverse cultural history, and
time-honored therapeutic practises like Ayurveda, yoga, and meditation (Ibid). The
state of Kerala has seen a dramatic increase in the number of visitors seeking
rest and relaxation in the midst of breathtaking natural scenery associated
with wellness tourism. However, the difficulty lies in reaching, connecting,
and resonating with this scattered digital audience that is health-conscious.
To attract the attention and interest of today's tourists in the digital age,
conventional advertising methods are insufficient. Kerala has resorted to the
cutting-edge marketing tactic of "influencer marketing" to close the
gap. (Benny Kuriakose and Associates,2022) This
article explores the fascinating relationship between wellness tourism and
influencer marketing, with a particular emphasis on Kerala's experience with
this effective advertising strategy. This research aims to shed light on the
revolutionary role influencers play in promoting wellness tourism in Kerala by
investigating the theoretical underpinnings, prevalent practises, and
prospective impact of influencer marketing. It is crucial, in light of the
rapidly changing digital world and the surging popularity of wellness tourism,
to learn how influencer marketing fits in with Kerala's cultural and natural
assets and how it may be effectively included into the state's overall
marketing strategy. This study not only adds to the literature on tourism
promotion but also provides useful information for organizations like tourism
boards, wellness resorts, and online opinion leaders who want to better promote
Kerala as a premier destination for those in search of physical and mental
rejuvenation. (Benny Kuriakose and Associates,2022) Influencer
Marketing in India: An
attempt has been made to provide brief idea about Influencer marketing in India
as follows: Influencer
marketing is a type of social media marketing that uses endorsements and
product mentions from influencers — individuals who have a dedicated social
following and are viewed as experts within their niche
(www.sproutsocial.com).Influencer marketing has become one of the most popular
and effective ways for brands to reach their target crowd in recent years.
Based on a study by the 2023 Influencer Marketing Hub, about 72Percentage of
marketers said that it brings in customers who are of high quality. A
2023 study by Morning Consult found that almost 72Percentage of Gen Z and
Millennials follow influencers on social media(www.thehindu.com). Influencer marketing has grown a
lot in India in the past few years. Influencer marketing is a new way for
brands to reach their target crowd. This is because social media is becoming
more and more popular. Influencer marketing is a simple idea: people who want
to promote their goods or services team up with people who have a lot of
followers on social media sites. In India, brands are using this method of
advertising to reach young people who spend a lot of time on social media
sites. Influencer marketing is a type of marketing that lets businesses work
with people who have a following to get more people to know about their brand.
Companies might ask someone with a big following to post about their goods or
services on social media. People tend to follow people they trust on social
media, so if they see someone they follow selling your business, they are more
likely to buy from you.(www.mailchimp.com). According to Influencer.in, the
Indian influencer marketing sector is expected to reach $100 million by the end
of 2022. According to the survey, 85Percentage of firms in India use influencer
marketing as part of their marketing plan. In accordance to the survey, the
engagement rate of influencer marketing efforts in India is much higher than
that of traditional marketing operations. (/www.thehindu.com). Wellness
Tourism in Kerala: An
attempt has been made to provide brief idea about Wellness Tourism in Kerala as
follows: The
wellness tourism industry in Kerala is bolstered by its long-standing
traditions in Ayurveda, yoga, meditation, and environmentally sustainable
practices (Smith & Puczkó, 2014). The state of Kerala in India presents a
wide range of options that cater to the interests of health-conscious tourists,
such as Ayurvedic therapies, yoga retreats, and environmentally sustainable
accommodations. The combination of distinctive cultural and natural resources
has established Kerala as a very desirable location for travellers who
prioritize wellness (Haseena V A, 2015). Ayurveda: Kerala is widely
recognized for its traditional Ayurvedic therapies. Ayurveda, a time-honored
medical system, places significant emphasis on achieving equilibrium among the
mental, physical, and spiritual dimensions. Tourists visit Kerala with the
intention of partaking in Ayurvedic therapy, encompassing massages, herbal
remedies, and tailored health regimens. It is widely recognized that these
treatments have the potential to enhance overall well-being and energy(Ibid). Yoga: Yoga, another
ancient practice, finds a natural home in Kerala. The state offers a serene
environment for yoga retreats and classes, where travelers can immerse
themselves in this discipline, enhance their physical fitness, and achieve
mental peace. Kerala's tranquil backdrops enhance the yoga experience(Ibid). Meditation: Kerala's peaceful
landscapes, including its lush greenery and serene backwaters, provide an ideal
setting for meditation. Travelers can engage in guided meditation sessions or
practice mindfulness amid the natural beauty of the region. Meditation promotes
relaxation and mental well-being(Ibid). Eco-Friendly
Practices: Kerala's
commitment to eco-friendly practices aligns with the preferences of
environmentally conscious travelers. The state boasts eco-friendly resorts and
accommodations that minimize their ecological footprint while offering a
tranquil and sustainable stay(Ibid). In
brief, the wellness tourism industry in Kerala capitalizes on its longstanding
traditions and customs to meet the changing demands of health-conscious
tourists. Kerala's numerous wellness programmes are centred around Ayurveda,
yoga, meditation, and eco-friendly activities. Kerala's genuine encounters,
blending cultural opulence with scenic splendour, captivate individuals in
pursuit of comprehensive well-being and revitalization, hence attracting
travellers seeking a holistic wellness experience (Haseena V A, 2015). Influencer
marketing utilizes the psychological concept of social proof, as identified by
Kaplan and Haenlein (2010). Individuals that have a certain level of admiration
among travellers are more inclined to place trust in their suggestions,
therefore rendering influencers as efficient promoters of wellness experiences
in Kerala. The establishment of a distinct and captivating identity is a
crucial aspect of successful destination marketing, as informed by destination
branding theories (Pike, 2009). Influencers play a significant role in building
the wellness brand of Kerala through the exhibition of its unique offers. Statement
of Problem: The
wellness tourism business in Kerala, is growing rapidly because to the state's
famed traditional medicinal practises and tranquil natural beauty, is
struggling to connect with people all over the world. There is a compelling
need to investigate and employ cutting-edge advertising tactics in order to
promote Kerala's distinct array of wellness experiences, which are anchored in
the state's rich cultural history. In recent years, influencer marketing has
emerged as a prominent approach for promoting travel destinations. However,
little is known about the specific difficulties, benefits, and consequences of
influencer marketing in the context of wellness tourism in Kerala. To
increase the visibility and competitiveness of Kerala as a premier wellness
tourism destination, this study will provide valuable insights into the role of
influencer marketing in the promotion of wellness tourism in Kerala which
will be beneficial for stakeholders, including government authorities, tourism
boards, wellness resorts, and digital influencers. Theoretical
background of the study: There
are a number of theoretical frameworks and notions that support the idea that
influencer marketing might be an effective tool for boosting wellness tourism
in Kerala. In this section, we will discuss the primary theoretical
underpinnings of this dynamic interface: As
a sort of marketing, "influencer marketing" is teaming up with people
who have a sizable online following and considerable sway in their own online
communities. By highlighting a product or venue in their content, these
influencers are able to reach a highly specific and interested audience. The
idea of social proof, which states that people are more likely to trust
recommendations from someone they like or follow, is the driving force behind
influencer marketing (Mckinsey & Company, 2023). When
people travel with the intention of improving their health and well-being, this
is known as "wellness tourism." In their travels, people often look
for ways to improve their emotional, mental, and spiritual health.
Wellness-focused visitors are drawn to Kerala thanks to the state's emphasis on
Ayurveda, yoga, and meditation (Haseena V A, 2015). The
role of influencer marketing in promoting wellness tourism in Kerala State An
attempt has been made to provide brief idea about role of influencer marketing
in promoting wellness tourism in Kerala State as follows: 1. Social
Media Influence and Virality: The use of social media platforms is a
conduit for influencer marketing aligns with theories related to social media
influence and content virality. Content that resonates with the audience and
aligns with their values, aspirations, and interests has a higher likelihood of
going viral (NYU Dispatch, 2022). Influencers, through their curated content
and authentic storytelling, tap into these principles to create engaging and
shareable experiences that can exponentially increase the reach and impact of
wellness tourism promotions in Kerala. (Digital Tourism Think Tank, 2023). 2. Destination
Marketing and Branding: The convergence of influencer marketing with
destination marketing and branding theories is particularly evident within the
realm of wellness tourism. In a highly competitive market, destinations,
similar to products or services, require effective branding and promotional
strategies to establish a unique identity and differentiate themselves. The
philosophy of destination branding places emphasis on the development of a
distinct and captivating identity for a location, with the aim of matching it
with the preferences and anticipations of the intended audience. In the realm
of destination branding, influencers play a pivotal role as brand ambassadors,
effectively moulding and transmitting the intended perception of Kerala as a
prominent wellness destination. (Digital Tourism Think Tank, 2023). 3. Consumer
Behavior and Decision-Making: A comprehensive comprehension of
consumer behaviour and the processes involved in decision-making is necessary
within the realm of influencer marketing. According to the theory of consumer
behaviour, individuals engage in a multi-stage process of decision-making,
which encompasses several stages such as need recognition and post-purchase
appraisal. In the realm of marketing, influencer marketing demonstrates
compatibility with multiple phases of the consumer decision-making process,
encompassing the generation of awareness and interest, as well as exerting
influence over the evaluation and buy stages. The utilisation of influencers as
sources of information and guides for prospective travellers seeking wellness
experiences in Kerala is employed (Haseena V A, 2015). 4. Cultural
and Experiential Tourism:The relevance of the theoretical framework of
cultural and experience tourism extends to the domain of wellness tourism in
Kerala. Tourists aspire to engage in engaging and culturally profound
encounters that transcend superficial charms. The wellness offers of Kerala are
firmly grounded in the principles of Ayurveda and ancient therapeutic
practises, which are in accordance with this framework. In the realm of
Kerala's cultural and experiential aspects, influencers hold a significant
position in effectively communicating the genuineness and profoundness of these
encounters, while also establishing connections with a wider audience (Benny
Kuriakose and Associates, 2022). 5. Digital
Storytelling and Engagement: The notion of digital storytelling, which
is informed by narrative theory, emphasises the potency of engaging narratives
in attracting and maintaining audience interest. In the realm of digital media,
influencers have exceptional proficiency in the art of storytelling, skillfully
crafting narratives that revolve around their personal experiences and
endeavours in the realm of wellness within the region of Kerala. The notion of
engagement places significant emphasis on the value of audience connection and
involvement. Influencers play a crucial role in fostering this engagement by
directly engaging with their followers, addressing enquiries, and encouraging
the creation of user-generated content. (Jin, S. V., & Phua, J. (2014). Numerous empirical research have been conducted to shed light on the effects of influencer marketing on the promotion of destinations. For instance, a study conducted by Almeida et al. (2019) demonstrates the efficacy of influencer marketing campaigns in different destinations in terms of enhancing visitor numbers and engagement. A thorough grasp of these theoretical underpinnings is essential in order to fully comprehend the alignment and augmentation of influencer marketing with the development of wellness tourism in Kerala. This framework offers a comprehensive analysis of the tactics, obstacles, and potential consequences associated with influencer marketing campaigns. It gives significant insights for stakeholders who aim to utilize this influential tool in establishing Kerala as a leading destination for wellness tourism. (Jin, S. V., & Phua, J. (2014). |
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| Objective of study | The study aim is to offer insightful information about the
function of influencer marketing in the development of wellness tourism in
Kerala State. The study also reflected on the overview of social media reach,
authenticity, aspirational content, and influencer marketing in Wellness
Tourism. The study also made an effort to identify the opportunities and
difficulties that influencer marketers confront. |
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| Review of Literature | An
attempt has been made by the researchers to review on influencer marketing in
tourism, Social Media Reach, Aspirational Content, Authenticity The
global phenomenon of wellness tourism has garnered significant attention, as it
involves individuals who actively choose travel experiences that contribute to
the improvement of their physical, mental, and spiritual well-being. Kerala has
gained prominence as a notable location for wellness tourism due to its
abundant cultural heritage and ancient healing practises. This literature
review examines the convergence of influencer marketing and wellness tourism in
Kerala, providing insights into the theoretical underpinnings and practical
consequences of this symbiotic relationship. Influencer Marketing in Tourism: The utilization of influencer marketing has emerged as a popular marketing tactic within the tourism industry. In the context of contemporary travel, there is a growing trend among individuals to pursue genuine and customized experiences. In this regard, influencers, who possess a well-established reputation and extensive presence on various social media platforms, assume a pivotal position in influencing the choices made by travellers. Influencers possess the ability to cultivate trust and inspire participation, rendering them highly effective conduits for the promotion of destinations(Choi & Lee, 2020).Individuals known as influencers, who have successfully amassed a substantial number of followers on diverse social media platforms, possess a certain combination of qualities that render them influential entities in the process of making travel-related decisions. The influence of travellers' decision-making is significantly affected by the credibility, relatability, and reach of many factors. This analysis provides a more in-depth examination of the impact that influencers are having on the realm of destination promotion. (Ibid) |
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| Main Text |
Social
Media Reach: Influencers
possess a wide-ranging social media presence, frequently extending across
various platforms including Instagram, YouTube, and blogs. The diverse presence
of destination promotions enables them to effectively target various
demographics and inclinations, so ensuring a broad and heterogeneous reach (Jin
& Phua, 2014). Aspirational
Content: Influencers
generate aspirational content that serves as a source of inspiration for their
audience. By employing visually striking imagery, compelling narratives, and
personal experiences, the authors effectively construct a vibrant portrayal of
the location, so instilling a sense of aspiration and desirability among their
target audience. Travellers are inclined to seek to recreate these
experiences.(Ibid) Authenticity: The concept of
authenticity plays a fundamental role in the field of influencer marketing. In
contrast to conventional advertising methods that can come across as contrived,
influencers are anticipated to uphold a sense of genuineness. The appeal of
authenticity is particularly attractive to contemporary travellers who
prioritise real experiences over those that have been commercialized (Jin &
Phua, 2014). The
efficacy of influencers as intermediaries for destination promotion is
supported by scholarly research and studies in the domain of tourism marketing.
The study conducted by Choi and Lee (2020) revealed a noteworthy impact of
influencers on the decision-making processes related to travel. The tourism
business greatly values individuals who possess the skill to establish personal
connections with travellers and provide genuine and relatable perspectives on
various destinations. These individuals are considered invaluable assets within
the industry's marketing strategies. The research also explores the criteria
for selecting influencers, highlighting the significance of aligning the
specializations and audiences of influencers with the offerings of the location
(Jin & Phua, 2014). Challenges
and Opportunities: In
the realm of wellness tourism in Kerala, various difficulties and opportunities
come to the fore. The preservation of cultural sensitivity is a significant
obstacle in influencer marketing initiatives, specifically when it comes to
endorsing wellness tourism in Kerala. Kerala possesses a profound cultural
legacy and customary rituals, hence necessitating a conscientious approach
towards influencer campaigns that upholds the utmost reverence for the
indigenous culture. Cultural sensitivity holds significant importance due to
its inherent value in fostering understanding and respect among diverse
individuals and communities. However, it also presents a formidable obstacle
that necessitates careful consideration and navigation (Shaik Shahazadi Begum,
2013). Respect
for Traditions: Kerala's
wellness offerings, including Ayurveda and yoga, are deeply rooted in age-old
traditions. Travelers seek authentic experiences that honor and respect these
traditions. Any perception of cultural insensitivity or misappropriation can
damage the reputation of both the influencer and the destination(Ibid) Local
Customs and Practices: Kerala
has its own set of customs, practices, and etiquettes. Influencers must be
aware of and adhere to these local norms to ensure they do not inadvertently
offend the local population or the sensibilities of their audience. ( Shaik
Shahazadi Begum, 2013) Symbolism
and Rituals: Many
cultural practices in Kerala are deeply symbolic and ritualistic. Influencers
need to understand the significance of these rituals and convey them accurately
to their audience without trivializing or misinterpreting them. (Ibid) Language
and Communication: Kerala
has its own language (Malayalam), and while English is widely spoken,
influencer campaigns should ensure clear and respectful communication,
particularly when discussing cultural or traditional aspects. Miscommunication
can lead to misunderstandings. (Ibid) Balancing
Promotion and Respect: Influencer
campaigns aim to promote wellness tourism, but this promotion must be balanced
with respect for the local culture. Overly commercial or insensitive content
can be detrimental (Medical tourism magazine, 2023). The
utilization of measurement metrics presents a notable obstacle in influencer
marketing efforts that seek to promote wellness tourism in Kerala. Precisely
measuring the effects of influencer marketing endeavours is essential in
evaluating the efficacy of campaigns, refining tactics, and showcasing the
return on investment. This response provides a more academic tone and structure
to the user's text: An in-depth analysis will now be presented to elucidate the
complexities associated with measurement measures and underscore their
indispensable nature (Shaik Shahazadi Begum, 2013). Challenges
in Measurement Metrics: Attribution
and Tracking: Wellness
tourism campaigns often involve a multi-touchpoint customer journey, making it
challenging to attribute bookings and conversions directly to influencer
marketing efforts. Travelers may interact with multiple touchpoints (e.g.,
social media, website, email) before making a booking, making it difficult to
isolate the influencer's role (Dupeyras, A. and N. MacCallum, 2013). Data
Integration: Gathering
data from various sources, such as social media platforms, websites, and
booking systems, and integrating them into a unified analytics framework can be
technically challenging. Data silos and inconsistencies may arise, affecting
the accuracy of performance measurement(Ibid) Quality
vs. Quantity: Metrics
should go beyond vanity metrics like follower count and likes to assess the
quality of engagement and the actual impact on the business. Determining which
metrics are most relevant and indicative of success can be complex (Dupeyras,
A. and N. MacCallum, 2013). Role
of Measurement Metrics: A metric is a
quantifiable statistic used to track the progress and status of specific
processes. Metrics track certain data points across time to measure progress
towards a specific goal. They are more concerned with results than inputs,
offering quantitative evidence of improvement or deterioration through time,
which aids decision-making processes. Metrics provide a more thorough picture
of how well your company is doing. You can utilize the metrics for predictive
analysis to forecast market changes and alter tactics accordingly (www.profit.co). ROI
Assessment: Meaningful
KPIs enable the calculation of return on investment (ROI), helping stakeholders
understand the financial impact of influencer marketing campaigns. ROI
assessment is crucial for budget allocation and decision-making (Dupeyras, A.
and N. MacCallum, 2013). Accountability
and Reporting: Measurement
metrics provide a basis for accountability and reporting to stakeholders,
including tourism boards, government authorities, and businesses investing in
influencer marketing. Transparent reporting demonstrates the effectiveness of
the campaign(Ibid). Strategic
Insights: Data-driven
insights can guide long-term influencer marketing strategies in Kerala's
wellness tourism sector. By identifying trends and patterns, stakeholders can
make informed decisions for future campaigns (Dupeyras, A. and N. MacCallum,
2013). To
address these challenges, influencer marketing campaigns in wellness tourism
should: 1. It is vital to establish
precise advertising objectives and targets, including many aspects such as
enhancing website traffic, augmenting social media involvement, or fostering
bookings 2. Deploy resilient tracking
and analytics mechanisms to gather pertinent data points across the entirety of
the client experience. 3. The objective is to establish a uniform
framework for assessing the effectiveness of influencer efforts, taking into
account the possibility of distinct key performance indicators (KPIs) for each
campaign. 4. One potential approach is to establish
partnerships with influencers who are open to sharing their performance data
and insights. This collaboration can prove valuable in enhancing measurement
tactics. 5. Regularly conduct comprehensive analysis
and provide detailed reports on the performance of campaigns, implementing
necessary adjustments to enhance outcomes. While measurement metrics pose challenges in influencer marketing for wellness tourism in Kerala, their importance cannot be overstated. Accurate and meaningful KPIs are essential for evaluating campaign success, optimizing strategies, and demonstrating the value of influencer marketing in driving wellness tourism growth in the region. In conclusion, the integration of influencer marketing into wellness tourism promotion in Kerala presents a compelling opportunity to align modern marketing strategies with the state's cultural and natural assets. This review highlights the theoretical foundations, empirical evidence, and potential challenges and opportunities in utilizing influencer marketing to position Kerala as a premier destination for wellness seekers. John C. Crotts et.al, 2022). |
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| Conclusion |
The utilization of influencer marketing has become a powerful
strategy for promoting wellness tourism in Kerala, matching with the state's
dedication to providing comprehensive experiences that are intimately connected
to tradition and nature. Kerala has effectively broadened its scope and
attractiveness by engaging in partnerships with influencers that align with the
preferences of health-conscious individuals who prioritize wellness during
their travels. Nevertheless, it is imperative to do continuous research and
analysis in order to refine influencer marketing methods and optimise their
effectiveness within the wellness tourism sector in Kerala. The ongoing
evolution of the digital landscape has paved the way for the integration of
influencer marketing with conventional promotional strategies, offering the
potential to enhance Kerala's status as a prominent hub for individuals seeking
wellness experiences. When implemented with cultural sensitivity and led by
well-defined measurement metrics, influencer marketing has the potential to
significantly enhance the wellness tourism business in Kerala. The evolving
nature of wellness tourism is exemplified by Kerala's dedication to cultural
authenticity, eco-friendliness, and tailored experiences, establishing it as a
prominent figure in the travel industry's wellness sector. Through the
identification and resolution of obstacles, the enhancement of tactics, and the
prioritisation of cultural awareness and evaluative criteria, Kerala has the
potential to consolidate its status as a leading location for individuals in
search of revitalization, tranquilly, and a genuine affiliation with wellness. |
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2.https://www.thehindu.com/education/careerininfluencermarketing/article67140968.ece
3.https://mailchimp.com/resources/what-is-influencer-marketing/ 4.https://www.thehindu.com/education/career-in-influencer
marketing/article67140968.ece 5.https://www.profit.co/blog/kpi-library/what-are-measures-and-metricsdifferences-and-examples-profit-co/
6.Mckinsey& Company, 2023,
https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-influencer-marketing
7.NYU Dispatch,2022, https://wp.nyu.edu/dispatch/the-influence-of-social-media-on-modern-society/
8.Digital Tourism Think Tank,2023, https://www.thinkdigital.travel/opinion/destination-brandingBennyKuriakoseandAssociates,2022, 9.Medicaltourismmagazine,2023,https://www.magazine.medicaltourism.com/article/influencer-marketing-in-medical-tourism-harnessing-the-power-of-social-media
10. https://en.wikipedia.org/wiki/Tourism_in_India 11. www.researchandmarkets.com 12. www. sproutsocial.com 13. https://www.bennykuriakose.com/post/importance-of-cultural-tourism-in-kerala |
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