Influencer Marketing and Electronic Word-of-Mouth (e-WOM) in Hospitality: A Bibliometric Review

Abstract

Purpose: This study investigates the intellectual and thematic evolution of influencer marketing in the hospitality sector from 2008 to 22 January 2025, with the aim of identifying leading contributors, dominant research themes, and emerging gaps across this rapidly expanding field.

Design/Methodology/Approach: A bibliometric analysis was conducted on 900 Scopus-indexed journal articles. Using Bibliometrix (R-package) and VOSviewer, the study applied performance analysis, co-occurrence mapping, co-citation networks, and thematic clustering to examine publication trends and the conceptual development of influencer marketing research in hospitality.

Findings: The results reveal four major thematic clusters: (1) eWOM and influencer roles in hospitality, (2) tourism insights derived from influencer-generated content, (3) influencer marketing and travel decision-making, and (4) UGC-driven tourism promotion. Keyword co-occurrence further highlights core themes such as social media, user-generated content, destination image, and consumer perception. Although research on trust, engagement, and content credibility is well established, emerging areas including AI-generated content, influencer transparency, algorithmic visibility, and cross-cultural perspectives remain underdeveloped.

Originality/Value: By synthesizing a fragmented body of literature, this review offers a structured and comprehensive knowledge base for scholars and practitioners. It also presents a forward-looking research agenda that supports more credible, data-driven, and culturally relevant influencer strategies in the digital hospitality environment.

Paper Type: Research Thought