Type: article
Abstract: The objectives of this research aimed to: 1) study the challenges and opportunities of influencer marketing for Thailand’s tourism industry; 2) study guideline for content creation in influencer marketing for Thailand’s tourism industry. It is qualitative research using the content analysis methodology. Data was collected through focus group discussions. The key respondents are a group of relevant government agencies in the tourism industry, tourism influencer agencies, and volunteer Thai tourists, totaling 23 purposive selected participants. Thematic analysis was conducted on the data. The study's findings revealed that: 1) influencers act as the primary gatekeepers influencing tourists through various online social media platforms by linking events and stories of products and services to make them known to tourists; and 2) effective influencer content should be authentic and transparent, presenting both the strengths and weaknesses of tourism products and services without manipulation, thereby fostering credibility and trust among audiences. The effectiveness of influencer-generated content is assessed based on reach and engagement metrics, with the content creation process structured into four key phases: identity establishment, quality development, content marketing, and influencer collaboration.
DOI: 10.14456/lruj.2025.8
Author: ระชานนท์ ทวีผล
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W6923698046