Abstract
The digital online space has in so many ways altered how people communicate with each other. Thus, many digital online tools have helped shape communication to be more global, immediate and frequent. The very use of these tools and the benefits that they provide, has led humanity to explore the best strategies for better communication, collaboration and engagement across these computer-mediated platforms. Travel bloggers have taken up the advantages that the digital online era has offered and created user-generated content to reach prospective audiences all around the world, some even to the extent that they have become successful influencers in the travel industry. Many travel bloggers with their found influence, have bestowed a personal responsibility upon themselves to promote the destinations they visit, and some have even collaborated with various destination branders on campaigns to do just this. With a lot of focus being placed on travel bloggers ‘living the brand’ and presenting this in their user-generated content, an enquiry into just what activities these travel bloggers engage with and how they brand themselves, has proven to be valuable in providing a rich description of this social phenomena. This study explores how travel bloggers sustain a digital online influence through personal branding by answering the following focused questions: How do travel bloggers brand themselves? How do travel bloggers become influencers in the digital travel brand space? How do influential travel bloggers sustain their influence over digital followers? An interview schedule with open-ended questions and a netnographic observation were the data collection methods used for this study. Findings indicated that the personal branding strategies were not always consciously developed or used as part of an overall strategy, from the outset and creation of the travel blog. However, as travel bloggers progressed and a direct effort was made to propel influence and success through their travel blogs, emerged a more thought out and purposive self-brand strategy. Sustaining influence was strongly linked to constructs of being authentic, having knowledge of trending practices, having access to and knowledge of blogging tools and tactics, building strong networks and relationships, and being consistent and visible across various social media platforms.
M.A. (Corporate Communication)