INFLUENCER MARKETING IN TOURISM: A SEMIOTIC ANALYSIS OF NEPAL'S REPRESENTATION AND THE RESPONSIBILITIES OF INFLUENCERS
Authors
Khanal, Nisha ; Rai, Munuka
Term
4. term
Education
Publication year
2024
Submitted on
2024-01-02
Pages
74
Abstract
This thesis investigates how influencers represent Nepal as a tourism destination and the responsibilities they bear in shaping that image. Motivated by concerns about authenticity, misrepresentation, and cultural appropriation, the study uses a semiotic analysis of influencer-produced visual content, supported by a thematic review of existing literature, to examine how symbols, rituals, and narratives are mobilized in destination promotion. The research distinguishes between individual travel influencers and commercially engaged influencers working with destination organizations, and outlines how both local and international creators portray Nepal’s natural landscapes, cultural heritage, culinary traditions, and adventure tourism. Methodologically, it combines primary and secondary sources, a sample selection of relevant influencers, and systematic procedures for analyzing signs and meanings in posts, blogs, and vlogs. Across the materials reviewed, influencers appear to have a substantial impact on image formation and online visibility; international vlogs on platforms such as YouTube amplify awareness of Nepal but also pose risks when content filters or misuses cultural elements. The study foregrounds influencers’ ethical and sustainability responsibilities, contrasts their practices with those of destination marketing organizations, identifies gaps for further research, and concludes with recommendations, including improving the on-site tourism experience to enable more authentic representations and promoting responsible content practices among both local and international influencers.
Denne afhandling undersøger, hvordan influencere repræsenterer Nepal som turismedestination, og hvilket ansvar de har for den image, de medskaber. Med afsæt i bekymringer om autenticitet, fejlfremstillinger og kulturel appropriation anvender studiet en semiotisk analyse af influenceres visuelle indhold, suppleret af en tematisk litteraturgennemgang, for at belyse, hvordan symboler, ritualer og fortællinger udnyttes i destinationspromovering. Undersøgelsen skelner mellem individuelle rejseinfluencere og kommercielle influencere knyttet til destinationsorganisationer og beskriver, hvordan både lokale og internationale skabere fremstiller Nepals natur, kulturarv, madkultur og adventureturisme. Metodisk kombineres primære og sekundære kilder, udvælgelse af relevante influencere og systematiske procedurer til at analysere tegn og betydninger i opslag, blogs og vlogs. På tværs af det gennemgåede materiale ses influencere have betydelig indflydelse på billeddannelse og online synlighed; internationale vlogs på platforme som YouTube fremmer kendskabet til Nepal, men indebærer også risici, når indhold filtrerer eller misbruger kulturelle elementer. Studiet fremhæver influenceres etiske og bæredygtighedsmæssige ansvar, sammenligner deres praksis med destinationsmarkedsføringsorganisationers arbejde, identificerer forskningshuller og afslutter med anbefalinger, herunder at styrke selve rejseoplevelsen for at muliggøre mere autentiske fremstillinger og at fremme ansvarlige indholdspraksisser blandt både lokale og internationale influencere.
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Keywords