Travel Influencers as Catalysts for Fostering Open Innovation of Tourism

A Case Study in Da Lat

Abstract

The travel industry has witnessed a paradigm shift in recent years with the emergence of travel influencers and the power of social media. This study explores the role of travel influencers as catalysts for open innovation within the tourism sector, challenging the traditional closed innovation model. By examining their impact on destination awareness, travel inspiration, and the creation of innovative tourism experiences, this study aims to uncover the dynamic interplay between travel influencers and the future of tourism. Drawing upon quantitative data collected through a structured survey of 157 young visitors aged 18-29, who were not followers of selected travel influencers (namely Ly Thanh Co, Bong Tim, Le Ha Truc, and Khoai Lang Thang), as well as an analysis of online reviews from engaged followers, this research delves into the extent to which travel influencers foster open innovation in the tourism industry. Additionally, a case study in Da Lat, Vietnam, provides insights into the specific activities and effects of travel influencers within the Vietnamese context. The findings of this study contribute to the existing knowledge on travel influencers and their impact on the tourism sector. The research highlights the potential of travel influencers as catalysts for open innovation, emphasizing their ability to involve a broader range of actors, encourage co-creation, and facilitate knowledge sharing. These insights can guide tourism stakeholders, policymakers, and destination marketers in leveraging the influence of travel influencers to shape the future of tourism in Vietnam and beyond.