Paying Influencers to Boost Tourism Not Necessarily Work: Analyst

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Mahinda Arkyasa

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  • TEMPO.CO, JakartaA researcher from the Center for Innovation Policy and Governance (CIPG) Rinaldi Camil, assessed that hiring social media influencers would not necessarily effective in promoting tourism.

    "Is allocating Rp72 billion [to pay influencers] will instantly be effective in improving the tourism industry in Indonesia, which means its sales? It is not necessarily so," said Rinaldi to Tempo on Wednesday, February 26, 2020.

    Rinaldi recalled that he had published a study related to the use of buzzers and influencers for product marketing. Influencers were so far hired to increase public engagement, awareness, reach, and impression. This means the goal is to achieve a top of mind awareness for a certain brand, he explained.

    Therefore, the effectiveness of allocating a budget of Rp72 billion for tourism promotion by paying influencers would rely on the strategy.

    "Who are the influencers, how is the content, who are the marketing targets because using influencers is proved to be effective at reaching a specific target market," Rinaldi added.

    Although it would not necessarily generate an immediate impact, Rinaldi added, there would usually be more strategies to raise sales or the number of tourist visits.

    As widely reported, Coordinating Minister for Economy Airlangga Hartarto said the government planned to dispense funds for media and influencers totaling Rp72 billion to support the tourism industry following the recent downturn caused by the coronavirus or Covid-19 outbreak.

    FRISKI RIANA