Social marketing: building brand value and influence in the UK tourism industry to sustain brand consumption in the current economic recession

Social marketing: Build brand value in the current economic downturn to maintain brand consumption and its impact on UK tourism Chapter 1: Introduction 1 Background The current recession that began in June 2008 and intensified in 2009 It contributed to the decrease of international tourism. . As the AH1N1 influenza virus occurred in 2009, restrictions on traveling abroad worsened. Due to the decrease in international tourism income, tourism suffered from recession, which has reduced opportunities for continuous employment.

What is influencer marketing? Influencing marketing A kind of marketing that focused on key industry leaders to enhance brand information and awareness of specific customer markets. Many brands use the impact of social media to positively influence brand trust, engagement, retention and sales. However, not all influential people are equal, sometimes popular people do not pay off. The influence of influencers with 10,000 to 100,000 fans will be higher than those with influence of 1 million to 10 million fans. To judge the maximum impact, the brand needs to target those with a follower impact of 10,000 to 100,000.

Influencers are called to motivate actions. In the fashion and beauty industry, the moving behavior is usually the sale of brand events. Brands often look for influencers to help brand awareness, grow interest in social media, and expand e-commerce traffic. In the tourism industry, action is to travel or to travel to the country to help develop tourism trips. Many readers and viewers are worried that they do not want to be sold or want to hide messages in sponsored content. If transparency is part of your personal brand, you definitely want to continue to be faithful. The advantage of disclosing sponsored content is that other brands can not see other brands paying sponsorship fees (see my social evidence). Money for you

Every brand in every industry is currently struggling with ways to connect with its viewers, how to create valuable content, and how to find unique ways to convey stories. Technology and social media are excellent channels of brand stories, but the brand must first have a compelling story, then understand and accept the community. Twitter's new mobile live app, Periscope, had a major impact on social media, and the brand had to compete to accept the power of mobile live streaming. Unfortunately, technologies such as Snapchat, Curve Learning, Accepting Change are creating many brands afraid to adopt this technology.