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Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector
Open accessAbstract
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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“There is growing evidence of collaboration between destinations and social media influencers to promote food tourism (Ingrassia et al., 2022).”
From Ethical Veganism as the Future of Tourist Consumption (2026) · cites this paper as Ingrassia et al., 2022
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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
- 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)
- 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
- gold
- doi.org
- 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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