5. Discussion and conclusions
5.5 Limitations and future research
Influencer marketing is an emerging area of research especially in the context of tourism desti-nations. While this study advances the understanding of implementing influencer marketing as a part of marketing strategies in DMOs and utilizing the content created by social media influ-encers as a part of the destination brand communications of DMOs, this study has some limita-tions which must be considered and could be addressed in future research.
This study was conducted in a specific geographical context as the case DMOs were represented by the DMOs of the Nordic and Baltic cities, which systematically and strategically implement influencer marketing. Even though the selected cases allow an international setting for this study, they form a relatively specific sample with similar characteristics. Therefore, the gener-alizability of the findings to other DMOs representing different types of urban destinations is limited and future research is needed to explore influencer marketing with a more extensive international sample. On the other hand, qualitative research is typically performed with small samples (Lee & Lings 2008, 216). Furthermore, previous studies on destination marketing on social media has been conducted as single case studies with the focus on a single destination (Lim et al. 2012; Lund et al. 2018; Mariani et al. 2016; Peralta 2019; Wenger 2008). As the cases of this study consisted of DMOs representing cities, future research should examine in-fluencer marketing in national and regional tourism organizations.
Another limitation is that the perspective of DMOs was taken for this study and the use of influencers to communicate destination brands was studied from the DMOs’ point of view.
Prior research (Dickinger & Lalicic 2016; Költringer & Dickinger 2015; Lalicic et al. 2019;
Huertas & Marine-Roig 2015) has analyzed the destination brand-related communication gen-erated by users and user reactions to destination brand-related content by utilizing various types of content analysis. In the future, similar approaches are needed to analyze to what extent the tangible and intangible elements of destination brands are present in the sponsored content cre-ated by social media influencers, and the contributions of user reactions to the sponsored con-tent generated by influencers. Finally, as influencer marketing in the context of destinations refers to a collaboration agreement between the DMO and influencer, there is significant po-tential for future research to study the communication of destination brands and approaches to collaborating with DMOs from the influencers’ perspective.
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