Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector

Marzia Ingrassia, Claudio Bellia, Chiara Giurdanella, Pietro Columba, Stefania Chironi · 2022 · Journal of Open Innovation Technology Market and Complexity

Summary. This paper examines how digital influencer marketing functions as open innovation for food and tourism businesses. Researchers analyzed Instagram posts by major influencer Chiara Ferragni promoting Italian food and tourist destinations during the COVID-19 economic crisis. Using netnographic analysis and the AGIL model, they measured how local food enhanced destination appeal across different contexts. The study proposes a new open innovation model for advertising and promoting food and catering businesses through influencer-driven social media campaigns.

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@article{ingrassia-2022-digital-influencers-food-tourism-new,
  title   = {Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector},
  author  = {Marzia Ingrassia and Claudio Bellia and Chiara Giurdanella and Pietro Columba and Stefania Chironi},
  journal = {Journal of Open Innovation Technology Market and Complexity},
  year    = {2022},
  doi     = {10.3390/joitmc8010050},
  url     = {https://doi.org/10.3390/joitmc8010050}
}

TY  - JOUR
TI  - Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector
AU  - Marzia Ingrassia
AU  - Claudio Bellia
AU  - Chiara Giurdanella
AU  - Pietro Columba
AU  - Stefania Chironi
JO  - Journal of Open Innovation Technology Market and Complexity
PY  - 2022
DO  - 10.3390/joitmc8010050
UR  - https://doi.org/10.3390/joitmc8010050
ER  - 

Details

DOI

10.3390/joitmc8010050

Countries

Italy

Regions

Europe

Categories

food-systems, entrepreneurship, innovation-networks, general-innovation

Added

2026-04-28