Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector
ABSTRACT: The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the wor...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2022-03-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853122010599 |
| _version_ | 1827584935424163840 |
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| author | Marzia Ingrassia Claudio Bellia Chiara Giurdanella Pietro Columba Stefania Chironi |
| author_facet | Marzia Ingrassia Claudio Bellia Chiara Giurdanella Pietro Columba Stefania Chironi |
| author_sort | Marzia Ingrassia |
| collection | DOAJ |
| description | ABSTRACT: The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni’s activity and the dynamic of communication she used via her Instagram (IG) profile to enhance Italian tourist destinations and “local food & wine”. Specifically, it measured the contribution of local food used as an evocative factor in the appreciation of a tourist destination and its power in different contexts. Hundreds of posts on the influencer’s IG profile were observed using the netnographic analysis. Subsequently, the AGIL model (Adaption, Goal Attainment, Integration, and Latent pattern maintenance) was applied to measure the main dimensions of this communication campaign and its effectiveness to relaunch touristic catering sectors. The study offers a new model of open innovation for advertising and promoting food and catering businesses. |
| first_indexed | 2024-03-08T23:38:26Z |
| format | Article |
| id | doaj.art-19055c94eb6f46c98e623238ec9870c4 |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-03-08T23:38:26Z |
| publishDate | 2022-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-19055c94eb6f46c98e623238ec9870c42023-12-14T05:21:52ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312022-03-018150Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. SectorMarzia Ingrassia0Claudio Bellia1Chiara Giurdanella2Pietro Columba3Stefania Chironi4Departiment of Agricultural, Food and Forest Sciences, Università degli Studi di Palermo, 90128 Palermo, Italy; (C.G.); (P.C.); (S.C.); Correspondence:Department of Agriculture, Food and Environment, Università degli Studi di Catania, 95100 Catania, Italy;Departiment of Agricultural, Food and Forest Sciences, Università degli Studi di Palermo, 90128 Palermo, Italy; (C.G.); (P.C.); (S.C.)Departiment of Agricultural, Food and Forest Sciences, Università degli Studi di Palermo, 90128 Palermo, Italy; (C.G.); (P.C.); (S.C.)Departiment of Agricultural, Food and Forest Sciences, Università degli Studi di Palermo, 90128 Palermo, Italy; (C.G.); (P.C.); (S.C.)ABSTRACT: The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni’s activity and the dynamic of communication she used via her Instagram (IG) profile to enhance Italian tourist destinations and “local food & wine”. Specifically, it measured the contribution of local food used as an evocative factor in the appreciation of a tourist destination and its power in different contexts. Hundreds of posts on the influencer’s IG profile were observed using the netnographic analysis. Subsequently, the AGIL model (Adaption, Goal Attainment, Integration, and Latent pattern maintenance) was applied to measure the main dimensions of this communication campaign and its effectiveness to relaunch touristic catering sectors. The study offers a new model of open innovation for advertising and promoting food and catering businesses.http://www.sciencedirect.com/science/article/pii/S2199853122010599social mediadigital marketingsocial commercelocal foodtypical foodcommunication |
| spellingShingle | Marzia Ingrassia Claudio Bellia Chiara Giurdanella Pietro Columba Stefania Chironi Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector Journal of Open Innovation: Technology, Market and Complexity social media digital marketing social commerce local food typical food communication |
| title | Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector |
| title_full | Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector |
| title_fullStr | Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector |
| title_full_unstemmed | Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector |
| title_short | Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector |
| title_sort | digital influencers food and tourism a new model of open innovation for businesses in the ho re ca sector |
| topic | social media digital marketing social commerce local food typical food communication |
| url | http://www.sciencedirect.com/science/article/pii/S2199853122010599 |
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