INFLUENCER MARKETING IN TOURISM: A SYSTEMATIC LITERATURE REVIEW

[...]the gaps in knowledge are presented, as well as the limitations detected in the research. (2014) state that studies focused on understanding and influencing the consumer's decision are increasingly important in the face of high global competition, i.e. it is a sine qua non condition for the full development of market strategies suitable for business success. Furthermore, Gómez (2018) adds that it is evident how social networks have transformed communication habits in society, allowing the construction of communicational bridges so that people who live in the digital community, through the content they generate, become prescribers, influencing their audience. [...]a review of scientific articles concentrated in the databases Science Direct, Web of Science, Springer, Redalyc, Dialnet, Scielo, and Emerald was carried out due to their scientific, social, and humanistic content, where scientific articles of both open and restricted access, and written in both English and Spanish, were contemplated.