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Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece
[journal article]
Abstract This paper examines the ways rural businesses can become attractive to millennials using the Internet and the social media. It has become evident that the prominent way to reach out to millennials is via social media accounts. Rural businesses need to use the personal relationships they develop with... view more
This paper examines the ways rural businesses can become attractive to millennials using the Internet and the social media. It has become evident that the prominent way to reach out to millennials is via social media accounts. Rural businesses need to use the personal relationships they develop with their customers and expand these relationships on social media. It is also apparent that traditional marketing fails to apply to small rural businesses, whereas influencer marketing becomes a valuable asset for tourism. The proposed model connects fame, image and activities with the Social Media influencer and the way the decision making of the millennials is influenced when choosing to visit a rural tourism destination.... view less
Keywords
Greece; rural area; tourism; marketing; social media; Internet; customer ties
Classification
Leisure Research
Marketing
Free Keywords
influencer marketing; millennials
Document language
English
Publication Year
2017
Page/Pages
p. 25-29
Journal
Journal of Tourism, Heritage & Services Marketing, 3 (2017) 2
DOI
https://doi.org/10.5281/zenodo.1209125
ISSN
2529-1947
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0