Traveler Segmentation Through Instagram Fashion Influencers. Mirror Tourist as a New Segment Consumer Group

Abstract

[Abstract] Influencer marketing is an increasingly significant research topic, but there is a research gap when it comes to utilizing data from social media influencers' online community to identify novel consumer groups through market segmentation. To achieve this, a case study of 50 Instagram Fashion Influencers (IFIs) worldwide was carried out. Through a step-by-step analysis of market segmentation, the research obtained data from over 74 million followers of selected influencers, and through a logit analysis, ultimately identified a previously undiscovered type of tourist consumer: the Mirror Tourist (MT). The MT itself adds to the realm of lifestyle research, an intersection between tourism and fashion, by representing a distinctive category of Instagram user. This user is specifically interested in tourism-related content shared by the IFIs they follow. This creates a variety of opportunities to showcase businesses and tourist destinations through fashion influencers, as well as to formulate marketing strategies. Furthermore, this research brings substantial value to the literature on influencer marketing and tourism segmentation, as it represents the first study that focuses on segmentation through IFIs' followers.