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  2. Virtual influencers in tourism Virtual influencers in tourism

Virtual influencers in tourism

The digital transformation has got another face - virtual influencers (VI), artificially created avatars with their own social media profiles. The research project focuses on the role of VIs in tourism and work environment.

Brief information

School:

Business

Status:

Ongoing

Period:

01.05.2022 - 31.08.2023

Overview

The preliminary project deals with the phenomenon of virtual influencers (VI) and their potential role in tourism and the work environment. VIs are not real people, but artificially created avatars that are active in social media. Like human influencers, VIs have a large community and can influence their decisions and behavior.

The role of the VI is becoming more and more important in digital marketing, as brand ambassadors they can adapt their behavior and appearance, contrary to that of their human competition, to the industry-specific characteristics. The activity of VIs manifests itself on different levels. Like human influencers, VIs can be thought leaders, promote destinations, services, brands or ideas. Their special potential lies in the fact that they can be precisely tailored to the respective brand identity and the special features of the target group. The popularity and relevance of VIs has increased massively in recent years, which is reflected in the collaboration of VIs with brands such as Samsung, Prada, Chanel or Netflix.


Due to the novelty of the topic of virtual influencers and the dynamic developments and increasing popularity, they are also likely to have a significant impact on a variety of marketing activities in tourism industry. The research interest is to explain and analyse the new phenomenon of virtual influencers and their influence on the tourism industry.

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Facts

Type of project

Forschung

Internal organisations involved
  • Institute of Sociocultural Development
  • Institute of Tourism and Mobility ITM
  • CC Tourism
Funding
  • Andere interne Finanzierung
  • ITC Digitale Transformation der Arbeitswelt
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Persons involved: internal

Project manager
  • Anna Para
Member of project team
  • Carolin Geyer
  • Meike Müller
  • Melanie Wyss

Brief information

School:

Business

Status:

Ongoing

Period:

05/01/2022 - 08/31/2023

Project Head

Dr. Anna Para

Senior Research Associate

+41 41 228 41 57

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