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, a noticeable gap exists in the literature regarding a comprehensive review that elucidates their impact, effectiveness, and integration within the tourism and hospitality industry. This study combines 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 the current state-of-the-art, theoretical, methodological, and thematic structure of social media influencers 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 insights and strategies for industry practitioners.