Traveler segmentation through Instagram Fashion Influencers. Mirror Tourist as a new segment consumer group
Open accessAbstract
Influencer marketing is an increasingly significant research topic, but there is a research gap when it comes to utilizing data from social media influencers' online community to identify novel consumer groups through market segmentation. To achieve this, a case study of 50 Instagram Fashion Influencers (IFIs) worldwide was carried out. Through a step-by-step analysis of market segmentation, the research obtained data from over 74 million followers of selected influencers, and through a logit analysis, ultimately identified a previously undiscovered type of tourist consumer: the Mirror Tourist (MT). The MT itself adds to the realm of lifestyle research, an intersection between tourism and fashion, by representing a distinctive category of Instagram user. This user is specifically interested in tourism-related content shared by the IFIs they follow. This creates a variety of opportunities to showcase businesses and tourist destinations through fashion influencers, as well as to formulate marketing strategies. Furthermore, this research brings substantial value to the literature on influencer marketing and tourism segmentation, as it represents the first study that focuses on segmentation through IFIs' followers.
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Tourists who are highly influenced by an influencer's recommendation of a specific destination have their decision to visit directly linked to seeing an influencer's post, vlog, or story about a destination.
“Destination Selection Intentions Tourists who are highly influenced by an influencer's recommendation of a specific destination.Their decision to visit is directly linked to seeing an influencer's post, vlog, or story about a destination”
From Influencer Marketing and Tourist Behaviour: A Systematic Literature Review of Attitudes, Intentions and Behaviours in Tourism (2026) · cites this paper as Sánchez-Amboage et al. 2024
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- Authors
- Sánchez-Amboage, E., Castellanos-García, P., & Crespo-Pereira, V.
- Affiliations
- Universidade da Coruña (ES)
- Corresponding author
- Sánchez-Amboage, Eva
- Venue
- Journal of Retailing and Consumer Services
- Publisher
- Elsevier BV
- Published
- 2024-05
- Volume
- 78
- Pages
- 103735
- ISSN
- 0969-6989 (ISSN-L)
- OpenAlex
- W4391589685
- Cited by
- 21
- References
- 81
- Citations by year
- 2026: 7 · 2025: 12 · 2024: 2
- FWCI
- 15.13
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Retailing and Consumer Services (publishedVersion, cc-by-nc)
- RePEc: Research Papers in Economics (submittedVersion)
- RUC (Universidade Da Coruña) (submittedVersion, cc-by-nc)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Sociology and Political Science › Diverse Aspects of Tourism Research
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- influencer marketing, tourist segmentation, social media followers, tourism promotion
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