Bridging the Gap: Influencers, Destination Marketers, and Intermediaries in the Changing Travel and Tourism Media Industry

• In Event: Traditional and New Media Intermediaries

Abstract

This study examines the relationship between travel influencers (e.g., bloggers and social media personalities) and destination marketing organizations (DMOs) within the changing travel and tourism industry. Through in-depth interviews, observations, and document analysis, we explore the tensions between influencers and DMOs that are shaping the way travel is promoted, labor is compensated, and professional structures are negotiated. We examine a new breed of travel and tourism worker—intermediaries who bridge the gap between influencers and DMOs. These intermediaries seek to professionalize and formalize the industry while simultaneously solidifying their own role within it. By examining the relationships between digital content creators, destination marketers, and third-party intermediaries, this case study provides insight into how digital media industries are negotiating the tension between participation and control.

Authors

• Ryan Stoldt, The University of Iowa

• Mariah Wellman, U of Iowa

• Brian Ekdale, University of Iowa

• Melissa Tully, University of Iowa