Influencer Marketing and Tourist Behaviour: A Systematic Literature Review of Attitudes, Intentions and Behaviours in Tourism

ABSTRACT In recent times, influencer marketing (IM) has emerged as a significant force in the realm of digital marketing within the tourism industry. Notably, prior studies often segregated the exploration of influencer marketing and tourist behaviour, missing out on the understanding of their interconnectedness. This study aims to bridge this gap by conducting a thorough investigation into how influencer marketing strategies impact and shape tourist behaviour, particularly their attitude, intentions and behavioural actions. Our approach involved a meticulous, systematic review of 304 high‐quality journal articles published between 2000 and 2025. Drawing upon this comprehensive analysis, we propose an integrated framework that encompasses the fundamental elements of influencer marketing, along with its effects on diverse facets of tourist behaviour. This proposed model stands as a foundational tool for marketers and future researchers, providing valuable insights for the development and execution of impactful influencer marketing strategies in the tourism sector.