“Influencers as Brand Architects: Co-Creation and Customer Experience in Tourism”

Influencers are not just sources of inspiration, they are also architects of brands and experiences. This study examines how influencers impact every stage of the travel customer journey: from before, to during and after the travel experience. Analyzing data from 538 active social users with SEM, particularly SmartPLS v.4, it demonstrated that influencers’ play a crucial role in shaping travelers’ behavior, especially in the planning stage. Active engagement with influencers’ content improves customer experience and strengthens the relationship. Co-creation emerges as a vital factor that enhances the customer experience by allowing consumers to influence their travel plans. When travelers interact with content, they are not merely following instructions, they are crafting their own story. The findings highlight that co-creation accelerates bonds, increases memory retention, and the likelihood of recommendation. The key message is clear, brands and influencers should foster dialogue instead of monologue to create memorable experiences. The study offers new perspectives on influencers strategy, suggesting active practices of engagement and authenticity in content, aiming to enhance the experience through co-creation.