International Journal For Multidisciplinary Research

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Has COVID-19 incapacitated the Instagram travel influencers in India?: Ramifications & Coping strategies

Author(s) Sheriya Sareen
Country India
Abstract In the wake of the COVID-19 pandemic, the global business landscape has experienced unparalleled disruptions, particularly impacting the tourism industry. This article delves into the repercussions of the pandemic on Indian Instagram travel influencers and its subsequent effects on the tourism sector. Grounded in a social survey encompassing 55 Indian Instagram travel influencers, this study sheds light on the challenges they confronted and the strategies they employed to navigate the crisis. The scholarly work by R. Edward Freeman (2009) and Peter Burns (2013) provides a theoretical framework for understanding the responses of Instagram influencers.
The study's findings reveal that a substantial majority of the respondents faced financial losses due to the pandemic. In response, these influencers diversified their approaches, engaging in responsible and local travel, adapting their content to enhance audience engagement, acquiring digital skills to prepare for the future, and hosting webinars, among other measures. In conclusion, this research presents innovative coping strategies, tailored not only to Indian Instagram travel influencers but also applicable to influencers worldwide who faced similar challenges.
Keywords Tourism industry, Instagram travel influencers, Coping strategies, COVID-19
Field Sociology > Tourism / Transport
Published In Volume 5, Issue 5, September-October 2023
Published On 2023-10-27
Cite This Has COVID-19 incapacitated the Instagram travel influencers in India?: Ramifications & Coping strategies - Sheriya Sareen - IJFMR Volume 5, Issue 5, September-October 2023. DOI 10.36948/ijfmr.2023.v05i05.8027
DOI https://doi.org/10.36948/ijfmr.2023.v05i05.8027
Short DOI https://doi.org/gszvfg
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