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Cited by 137Digital Marketing and Social MediaCulinary Culture and TourismDiverse Aspects of Tourism Research

The DOI matches its Crossref record; 59 of the 60 references it cites were found in a registry or an index, and 1 are not checked yet.

Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector

Open access
Ingrassia, Marzia, Bellia, Claudio, Giurdanella, Chiara, Columba, Pietro, Chironi, Stefania·2022·Journal of Open Innovation: Technology, Market, and Complexity
DOI 10.3390/joitmc8010050
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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.

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Research works printed but not linked: 6

  1. F. Cassia F. Magno Assessing the Power of Social Media Influencers: A Comparison Between Tourism and Cultural Bloggers Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments IGI Global Available online: https://www.igi-global.com/chapter/assessing-the-power-of-social-media-influencers/228220 (accessed on 3 November 2021)
  2. 2017, LINQIA
  3. Bellia, 2015, Agri-food products and branding which distinguishes quality. Economic dimension of branded products such as pdo/pgi under EU legislation and value-enhancement strategies Prodotti agroalimentari e segni distintivi di qualità, Econ. Agro-Aliment./Food Econ., 17, 81
  4. Schomer, 2019, Influencer Marketing Report 2020: Industry Stats & Market Research—Business Insider
  5. 2019, Chiara Ferragni—Unposted, Directed by Elisa Amoruso—Documentary
  6. Keinan, 2015, The Blonde Salad

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Metadata

Authors
Ingrassia, M., Bellia, C., Giurdanella, C., Columba, P., & Chironi, S.
Affiliations
  • University of Palermo (IT)
  • University of Catania (IT)
Corresponding author
Ingrassia, Marzia
ORCID
Venue
Journal of Open Innovation: Technology, Market, and Complexity
Publisher
Elsevier BV
Published
2022-03
Volume
8
Issue
1
Pages
50
ISSN
2199-8531 (ISSN-L)
DOI
10.3390/joitmc8010050
OpenAlex
W4220921021
Cited by
112
References
59
Citations by year
2026: 20 · 2025: 33 · 2024: 28 · 2023: 16 · 2022: 15
FWCI
33.10
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Open Innovation Technology Market and Complexity (publishedVersion, cc-by-nc-nd)
  • Nova Science Publishers (Nova Science Publishers, Inc.) (submittedVersion, other-oa)
  • RePEc: Research Papers in Economics (submittedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
  • Econstor (Econstor) (submittedVersion, cc-by)
Funders
Università di Catania (2020-22, 5A722192154)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Culinary Culture and Tourism
  • Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Diverse Aspects of Tourism Research
Keywords
social media influencers, influencer marketing, open innovation, food tourism, Instagram, destination promotion, AGIL model, netnography, COVID-19 economic crisis, tourism advertising

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