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@article{180790,
        author = {Mr. Harriesh S and Dr. Vennila Gopal},
        title = {IMPACT OF INFLUENCER MARKETING ON TOURIST PREFERENCES IN COIMBATORE CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {2441-2445},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=180790},
        abstract = {In today’s digital era, influencer marketing 
has become a powerful tool that significantly decides 
consumer choices, especially in the tourism industry. 
This study explores how influencer marketing affects 
tourist preferences, focusing on travellers from the 
Coimbatore city. The main goal is to understand the 
extent to which social media influencers impact various 
aspects of travel decisions, such as choosing 
destinations, 
planning itineraries, and making 
spending choices. The results indicate that content 
shared by influencers - particularly on platforms like 
Instagram and YouTube - greatly influences travellers 
by increasing their awareness, shaping their opinions, 
and sparking interest in particular places and 
experiences. These insights can be highly useful for 
tourism professionals, local authorities, and travel
related businesses aiming to tap into the potential of 
influencer marketing to boost regional tourism and 
better connect with modern travellers.},
        keywords = {Tourist preferences, Influencer marketing  and Social-media platforms.},
        month = {June},
        }