SMI collaboration walk-through. A qualitative analysis on the use of influencers as promotional tools for Destination Management Organitzations

Abstract

En aquest estudi s'analitza el procés de col·laboració de marca entre influencers (o creadors de contingut) i les Organitzacions de Gestió de Destins (DMO), utilitzant l'exemple de la Costa Brava Tourism Board com a entitat referent per als blogs de vaitges. Destaca el concepte de professionalització dels influencers que col·laboren amb marques i obtenen ingressos econòmics

In this study we analyze the process of establishing a brand collaboration between influencers (or, content creators) and Destination Management Organizations (DMO), through the case of Costa Brava Tourism Board as a benchmark entity for blogtrips. The results of this research update the previous literature on the steps to take to ensure a successful partnership. Furthermore, we highlight the concept of professionalization of influencers, who have tacitly created an ethical code and increased their negotiation power, and consequently created an entry standard for those who want to financially depend on the income received from brand collaborations