Tourism and Fashion Influencers: Comparison of Visual Practices

Abstract

Social media influencers increasingly determine what is fashionable. By creating and sharing visual contents, predominantly on Instagram, they shape what social media users see and aspire to. Their contents reflect Instagram esthetics and their own personal brands. This chapter argues that their visuals also represent emerging visual practices and styles that are typical of influencers and transcend fashion and tourism contexts. Using a netnographic approach, this chapter examines Instagram posts of 20 tourism and fashion mega-influencers. It finds common practices but also identifies differential ways in which fashion and tourism visuals are constructed. This chapter highlights how the subjects have intertwined, especially when it comes to influencers.

Citation

Gretzel, U. (2023), "Tourism and Fashion Influencers: Comparison of Visual Practices", Gravari-Barbas, M. and Sabatini, N. (Ed.) Fashion and Tourism (Tourism Social Science Series, Vol. 26), Emerald Publishing Limited, Leeds, pp. 47-58. https://doi.org/10.1108/S1571-504320230000026004