Influencer marketing in hospitality and tourism: a systematic literature review and research agenda

Abstract

Purpose This study aims to present a systematic review of the literature on influencer marketing (IM) in hospitality and tourism to uncover what we know and what we do not know about this emerging topic in these sectors. Design/methodology/approach Through applying a PRISMA-guided systematic literature search, 163 full-length journal articles were retrieved and analyzed. The mixed-methods approach, with both quantitative and qualitative analyses, was used to examine the research settings, topical foci and methodological approaches in research on IM in hospitality and tourism from 2015 to 2024. Findings IM research in hospitality and tourism has advanced significantly in volume and scope, covering diverse topics. However, long-standing and emerging knowledge gaps persist, indicating a need for further scholarly and practical exploration. Originality/value This study extends prior systematic literature reviews by introducing a mechanism-based diagnostic framework centered on suppliers, influencers and targets, synthesizing a broad range of research, systematically identifying evidence-based gaps and proposing future research directions.