Exploring the Effects of Social Media Influencer on Consumers Hotel Decision in China

Abstract

Accompany with fast-pace development of technology, people start to use social media for travel information, while companies also invest at social media influencer advertisement for better revenu. As the number of media user search tourism content on social media platform consisten increase, influencer advertisement market effects of consumer behaviour is inevitable, however, most of previously research are only focus on general effects, the specific aspect research like effects on hotel is rare been done. Because the research topic is rare been research, this essay use qualitative method, obsevation and focus group as research method. The focus group result naturally points out that social media influencer did affect consumers hotel preference, but it did not create new general factor that vital for judge hotel experience and hotel selection, most of the media user only take influencer generated tourism content as one of the reference source, they will make independent decision after crtical compare between different resource. Furthermore, there are two suggestion of commercial decision and consumer decision at the end of the essay, which suggest hotel focus on quality control first, then invest at truthful advertisement, and consumer need to develop ability of indentify fake or exaggerate social media influencer tourism content.