INFLUENCER MARKETING FOR HERITAGE TOURISM: HOW DIGITAL STORYTELLING CAN KEEP HISTORICAL DESTINATIONS RELEVANT

Author

Shaik Imran, Dr. Md. Mazharunnisa


Abstract

 Historical places remain meaningful when people continue to learn about them, visit them and support their protection. However, younger audiences often discover travel destinations through social media rather than through brochures or traditional promotional campaigns. Influencer marketing gives heritage destinations an opportunity to reach these audiences through personal experiences, photographs, videos and stories. This paper explores how influencer credibility and digital storytelling may influence awareness, emotional connection and intention to visit historical places. It also considers concerns such as inaccurate historical claims, excessive commercialisation, overcrowding and unclear sponsorship. The study uses a qualitative approach based on secondary sources, including academic literature and international heritage guidance. The reviewed literature suggests that influencer campaigns are more likely to be meaningful when creators are trustworthy, stories are engaging and historically responsible, and local communities and heritage experts contribute to the content. The paper brings these ideas together in a conceptual framework and offers recommendations for promoting heritage destinations without losing sight of conservation and cultural respect.



Keywords

Heritage Tourism, Influencer Marketing, Digital Storytelling, Social Media, Destination Promotion, Authenticity, Cultural Heritage



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References


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