Influencers and Tourism: Story of a Recent and Revolutionary Phenomenon: What Does Bibliometric Analysis Reveal

Abstract

AbstractThe field of tourism has recently undergone a revolutionary transformation, driven by the rapid expansion of digital platforms and the simultaneous rise of influencer culture. The convergence of these factors has led to a noticeable realignment in how tourists perceive travel destinations. Influencers now play a central role, leveraging genuine and superficial credibility and expertise in specific domains. This phenomenon has captured the attention of scholars, practitioners, and policymakers, catalyzing a wave of research aimed at delving into the multifaceted intersection of influencers and tourism. This article presents a comprehensive bibliometric analysis to examine the scholarly output related to influencers and tourism over the past decade. This methodology provides a comprehensive overview, unveiling an abundant and diverse work. The study identifies 196 articles published between 2005 and 2023, involving 504 authors across 123 journals. Cluster analyses highlight a dynamic and nuanced recomposition of subthemes, reflective of an evolving reality in the making.