192 KB0 KB199720232020Konečnik Ruzzier, MajaKorbar, Lucijaletnik:15številka:29str. 25-40ISSN:1408-1652COBISSID:77272579URN:URN:NBN:SI:doc-AD7AFR4UslMarketing magazinAkademija MMconsumerdružbena omrežjamarketingSlovenijatourismturistiturizemvplivnostno trženjeSpreminjanje vedenja turistov zaradi vplivnostnega trženja| empirična raziskava med slovenskimi turisti|This paper presents influencer marketing and its effects on the tourist behavior process. Although influencer marketing has become a popular form of marketing in all areas in recent years, there is little scientific and empirical research on the impact of influencers on tourist buying behavior. The results of a survey conducted among Slovenian tourists imply that influencer marketing impacts the initial stages in the buying behavior process, especially the identification of needs and desires. When searching for information, many tourists look at Instagram and travel blogs. However, the results do not confirm influencer marketing to represent an important information source and the decisive influence on buying decisions. In addition, tourists do not find influencers credible. The results of the research confirm the findings of tourism companies that cooperation with influencers is recommendable, but caution is needed when selecting and cooperating with influencersTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo za marketing Slovenije