Advantaging Tourism Through Influencers: Applying Transaction Cost Theory to Recognize Top Hero, Hub, and Hygiene Content Tactics for Tourism Marketing

This study is the first to apply transaction cost theory to identify optimal influencer marketing strategies for the tourism sector through three content types: hero, hub, and hygiene content. Transaction cost theory posits that stakeholders seek to minimize information search and delivery costs. Semi-structured interviews were conducted with different experienced level tourists to measure the effect of influencer attributes and content on inspiration levels. The findings indicate that differentiating content based on targeted personas minimizes transaction costs. Hero content highly motivated specific tourist personas to visit destinations. Hub content provided practical trip planning details. Hygiene content addressed fundamental customer concerns. By framing influencer marketing through the lens of transaction cost economics, this study contributes to the literature by tailoring influencer content (hero, hub, and hygiene content) to meet the specific needs of tourist personas, which managerially can optimize credibility and value while reducing tourism stakeholders’ information search and delivery costs.