Social media influencers in tourism and hospitality: a comprehensive review combining bibliometric analysis and systematic literature review

The growth of social media influencers is exponential; however, there exists a noticeable gap in the literature regarding a comprehensive review that elucidates their impact, effectiveness, and integration within the tourism and hospitality industry, which could inform future research. This study presents a unique approach, combining a bibliometric analysis and a systematic literature review, to explore the role of social media influencers in tourism and hospitality
management. By examining eighty journal articles, we provide a comprehensive overview of social media influencers’ current state-of-the-art, theoretical, methodological, and thematic structure in this field. We also identify research gaps and propose fruitful directions for future researchers, spanning theory, methodology, and themes. In conclusion, the paper evaluates its implications, limitations, and potential for future research, offering practical insights and
strategies for industry practitioners and providing a clear roadmap for future research.