From Serendipity to Sustainability: Exploring the Content Creation and Sharing Experiences of Local Travel Influencers in China
从偶然性到可持续性：探索中国本地旅游影响者的内容创作和分享经验

Received: May 4, 2023  收到：2023 年 5 月 4 日
doi:10.11114/smc.v11i6.6116

Accepted: June 7, 2023  接受：接受： 2023 年 6 月 7 日
Online Published: June 8, 2023
在线出版：2023 年 6 月 8 日
URL: https://doi.org/10.11114/smc.v11i6.6116

Keywords: travel influencers, social media influencers, China, influencer marketing, social exchange theory
关键词：旅游影响者、社交媒体影响者、中国、影响者营销、社会交换理论

The rapid rise in popularity of social media has enabled human beings to create, share and exchange information across the internet community. The interactions between customers and brands on social media facilitate effective knowledge sharing and communication regarding products or services. Previous studies show that consumers are more likely to trust the information generated from social media than from traditional media (Ozuem, 2016; Shareef et al., 2020). Social media users create user-generated content (UGC) in various forms such as photos, videos, audio, and text-based comments. Tourists routinely share experiences and obtain opinions about a tourism destination from social media. Therefore, tourism stakeholders have integrated UGC into their destination marketing strategies not only to promote products or services, but to also stimulate tourists’ demands, commercial revenues and a positive destination image (Hays et al., 2013; Litvin et al., 2008).
社交媒体的迅速普及使人类能够在互联网社区中创造、分享和交流信息。客户与品牌在社交媒体上的互动促进了有关产品或服务的有效知识共享和交流。以往的研究表明，与传统媒体相比，消费者更愿意相信社交媒体产生的信息（Ozuem，2016；Shareef 等人，2020）。社交媒体用户以各种形式创建用户生成内容（UGC），如照片、视频、音频和基于文本的评论。游客经常从社交媒体上分享经验并获取有关旅游目的地的意见。因此，旅游利益相关方将 UGC 纳入目的地营销战略，不仅是为了推广产品或服务，也是为了刺激游客需求、增加商业收入和树立积极的目的地形象（Hays 等人，2013 年；Litvin 等人，2008 年）。

Due to the influence of social media and user-generated content, individuals are no longer solely relegated to being the passive recipients of traditional marketing messages, but also act as active brand consumers and promoters (Lamberton & Stephen, 2016). Ultimately, some individuals gain significant popularity and influence among their followers and evolve into social media influencers in a particular field. As third-party brand ambassadors, these influencers substantially impact audiences’ perceptions (Freberg et al., 2011). Many terms are used to describe such influencers including content creators, bloggers, vloggers, YouTubers, Instagrammers and internet celebrities (De Veirman et al., 2017; Wilson, 2019). Such influences are generally perceived as “key opinion leaders” or “experts” who provide insights on the latest products or services. Moreover, after long-term interactions, consumers could foster a reliable connection and intimacy with their preferred influencers.
由于社交媒体和用户生成内容的影响，个人不再仅仅是传统营销信息的被动接受者，还成为了积极的品牌消费者和推广者（Lamberton & Stephen, 2016）。最终，一些人在其追随者中获得了极高的人气和影响力，并发展成为某一领域的社交媒体影响者。作为第三方品牌大使，这些影响者对受众的认知产生了重大影响（Freberg 等人，2011 年）。许多术语都被用来描述这类影响者，包括内容创作者、博主、Vlogger、YouTubers、Instagrammers 和网络名人（De Veirman 等人，2017 年；Wilson，2019 年）。这些有影响力的人通常被视为 "关键意见领袖 "或 "专家"，他们会提供关于最新产品或服务的见解。此外，经过长期互动，消费者可以与他们喜欢的影响者建立可靠的联系和亲密关系。

Tourists can generate and share content with their audiences, detail their experiences, itineraries, perspectives, and feedback, and eventually establish themselves as travel influencers. Travel influencers can produce high-quality content about their experiences in various destinations, foster engagement with the tourism sector, and forge connections with their followers. In essence, travel influencers can provide firsthand insights regarding tourism products or services from a consumer’s perspective (Ong & Ito, 2021). Existing studies frequently describe travel influencers as appealing and trustworthy information sources that impact tourists’ decision-making process (Chatzigeorgiou, 2017; Hanifah, 2019; Pop et al., 2021), tourism demands (Sun et al., 2020), destination image (Gholamhosseinzadeh et al., 2021), and visit intention (Seçilmiş et al., 2021).While existing literature has contributed to understanding the impacts of travel influencers and user-generated content on tourism, limited research has been done on travel influencers especially in the Chinese context (Ay et al., 2019; Yılmaz et al., 2020).
游客可以制作并与受众分享内容，详细介绍自己的经历、行程、观点和反馈，并最终将自己打造成旅游影响者。旅游影响者可以制作高质量的内容，介绍他们在不同目的地的体验，促进与旅游部门的互动，并与追随者建立联系。从本质上讲，旅游影响者可以从消费者的角度提供有关旅游产品或服务的第一手见解（Ong 和 Ito，2021 年）。现有研究经常将旅游影响者描述为有吸引力且值得信赖的信息来源，它们会影响游客的决策过程（Chatzigeorgiou，2017；Hanifah，2019；Pop 等人，2021）、旅游需求（Sun 等人，2020）、目的地形象（Gholamhosseinzadeh et al、虽然现有文献有助于了解旅游影响者和用户生成内容对旅游业的影响，但对旅游影响者，尤其是中国旅游影响者的研究还很有限（Ay 等人，2019；Yılmaz 等人，2020）。
In China, social media influencers are widely known as Key Opinion Leader (KOL). Until 2022, China had more 10.1 million social media influencers with a fan base exceeding 10 thousand followers, and they generally produced around 38.3 million posts per day (Huanqiu, 2023). They are not only recognized as a marketing power, but to also a crucial economic engine promotes the integration of merchants, content platforms, and consumers in any industries in China. According to the National Bureau of Statistics of China, the direct market sizes of China’s influencer economy from 2018 to 2020 were 249.1 billion Yuan, 618.8 billion Yuan and 1357.2 billion Yuan respectively, with an average annual growth rate of $150\mathrm{\%}$$150\mathrm{\%}$150%150 \% (Sina F., 2021). It is estimated that the total market size of China’s influencer economy will reach 6.7 trillion Yuan in 2025 (Sina F., 2021). In addition, China’s social media influencers primarily monetize their businesses through advertising, live streaming rewards, and social (live streaming) e-commerce (CIRN, 2021), and they can create original and brand-endorsed content that covers various niche markets from beauty, travel, food, education fashion etc. (Writer, 2021).In tourism field, the number of full-time travel influencers in China has witnessed significant growth, surging from one thousand in 2016 to 100 thousand in 2021 (Tencent, 2021). It indicates the rising popularity and influence of travel blogging as a new profession in the Chinese context.
在中国，社交媒体影响者被广泛称为关键意见领袖（KOL）。截至 2022 年，中国拥有超过 1 万名粉丝的社交媒体影响者，日均发帖量约为 3830 万条（《寰球》，2023 年）。他们不仅是公认的营销力量，也是促进中国各行业商家、内容平台和消费者融合的重要经济引擎。根据中国国家统计局的数据，2018-2020 年中国影响力经济的直接市场规模分别为 2491 亿元、6188 亿元和 13572 亿元，年均增长率为 $150\mathrm{\%}$$150\mathrm{\%}$150%150 \% （新浪财经，2021）。预计到 2025 年，中国影响力经济的市场总规模将达到 6.7 万亿元（新浪财经，2021 年）。此外，中国的社交媒体影响力者主要通过广告、直播打赏、社交（直播）电商等方式实现盈利（中国互联网络信息中心，2021 年），他们可以创作原创和品牌认可的内容，涵盖美妆、旅游、美食、教育时尚等多个细分市场（作家，2021 年）。在旅游领域，中国全职旅游影响力者的数量出现了显著增长，从 2016 年的 1000 人激增至 2021 年的 10 万人（腾讯，2021 年）。这表明在中国，旅游博客作为一种新的职业，其受欢迎程度和影响力不断上升。
As indicated before, previous literature only quantified the impact of influencers (Gómez, 2019), but ignored the qualitative characteristics of travel influencers, such as their geographical location and cultural backgrounds. In this study, local influencers are defined as individuals who maintain a loyal audience and are highly involved in a particular geographical region’s local daily life and social interactions (Langer, 2022). They generally focus on niche themes such as lifestyle, gourmet, travel, fitness, beauty etc., in their locale. Local influencers typically start their journey as micro influencers with followers ranging from 10 thousand to 100 thousand. Moreover, these micro influencers often have a highly engaged audience in influencer marketing (Langer, 2022). Previous literature indicates that $69\mathrm{\%}$$69\mathrm{\%}$69%69 \% of China’s Generation Z believe that their consumption behaviours are influenced by Chinese micro influencer endorsements (Emerging communication, 2022). Local travel influencers, who actively play the roles of residents, influencers, and tourism promoters in their locality, are also micro influencers because they share similar tourism interests and experiences with their audience. However, no prior studies paid attention to a niche type of influencers like local travel influencers, and only one study explored the identity of local urban influencers in their content creation (Van Eldik et al., 2019).
如前所述，以往的文献仅量化了影响者的影响力（Gómez, 2019），却忽视了旅游影响者的定性特征，如他们的地理位置和文化背景。在本研究中，本地影响者被定义为拥有忠实受众并高度参与特定地理区域本地日常生活和社会互动的个人（Langer, 2022）。他们通常关注当地的小众主题，如生活方式、美食、旅游、健身、美容等。地方影响者通常以微影响者的身份开始他们的旅程，粉丝数量从 1 万到 10 万不等。此外，这些微型影响者通常拥有高度参与影响者营销的受众（Langer，2022 年）。以往的文献表明， $69\mathrm{\%}$$69\mathrm{\%}$69%69 \% 中国 Z 世代认为他们的消费行为受到中国微影响者代言的影响（Emerging communication，2022 年）。当地旅游影响者在当地积极扮演着居民、影响者和旅游推广者的角色，他们也是微观影响者，因为他们与受众有着相似的旅游兴趣和经历。然而，此前没有研究关注过像本地旅游影响者这样的小众影响者类型，只有一项研究探讨了本地城市影响者在内容创作中的身份（Van Eldik 等人，2019 年）。

Meishan City is in southwestern China, the middle section of Sichuan Province, China. Meishan City has a significant group of local travel influencers who voluntarily produce local travel content to promote Meishan City as a popular destination making it a suitable study setting. By employing social exchange theory as its theoretical framework, this qualitative phenomenological study sought to describe the reciprocal relationships, benefits, and costs that occur following interactions between local travel influencers, tourists, and tourism stakeholders in Meishan City, China. The current research study set out to achieve the following objectives: (1) To explore local travel influencers’ perceptions and motivations for being an influencer. (2) To describe local travel influencers’ views about competencies required for content creation. (3) To examine the challenges faced by and expectations of local travel influencers in content creation. (4) To investigate local travel influencers’ experiences in tourism destination marketing.
眉山市位于中国西南部，四川省中部。眉山市拥有一批重要的本地旅游影响者，他们自愿制作本地旅游内容，将眉山市作为热门旅游目的地进行推广，这使眉山市成为一个合适的研究环境。本定性现象学研究以社会交换理论为理论框架，试图描述中国眉山市当地旅游影响者、游客和旅游利益相关者之间互动所产生的互惠关系、收益和成本。本研究旨在实现以下目标：(1) 探讨当地旅游影响者对成为旅游影响者的看法和动机。(2) 描述当地旅游影响者对内容创作所需能力的看法。(3) 研究本地旅游影响者在内容创作中面临的挑战和期望。(4) 调查本地旅游影响者在旅游目的地营销方面的经验。

Influencers can be classified based on follower numbers, content type and level of influence. Detailed classifications can help marketers identify suitable influencers to promote their products or services. Numerous scholars regard follower number as the most crucial criterion for evaluating influencers, as larger numbers typically signify higher trustworthiness among their audiences (De Veirman et al., 2017; Gómez, 2019; Uzunoğlu & Kip, 2014). Additionally, influencers are well-connected with diverse social groups, networks, and online communities that share similar values or identities (Liu et al., 2015). Given these complexities, Campbell and Farrell (2020) proposed five distinct influencer categories based on a combination of follower numbers, perceived authenticity, accessibility, professions, and cultural capital. They explain that celebrity influencers whose public reputations extend beyond social media with over 1 million followers. They have
影响者可以根据追随者数量、内容类型和影响程度进行分类。详细的分类可以帮助营销人员找到合适的影响者来推广他们的产品或服务。许多学者认为追随者数量是评估影响者的最关键标准，因为追随者数量越多通常意味着受众对影响者的信任度越高（De Veirman 等人，2017 年；Gómez，2019 年；Uzunoğlu & Kip，2014 年）。此外，有影响力的人与具有相似价值观或身份的不同社会群体、网络和网络社区有着良好的联系（Liu 等人，2015 年）。鉴于这些复杂性，Campbell 和 Farrell（2020 年）根据追随者数量、可感知的真实性、可接近性、职业和文化资本的组合，提出了五个不同的影响者类别。他们解释说，名人影响者的公众声誉超越了社交媒体，拥有超过 100 万粉丝。他们有
extensive experience and a high level of perceived professionalism, enabling them to endorse renowned brands and earn high revenues. Second, mega influencers whose possess at least 1 million followers but lack celebrity status. They are internet-famous and collaborate with brands through paid partnerships. Third, macro influencers, who have between 100,000 and 1 million followers usually maintain high engagement rates and receive high brand exposure through large followers. Macro influencers are highly influential within their niche fields and have a regular digital presence across multi-social media platforms (Gómez, 2019). Fourth, micro influencers, with 10,000 to 100,000 followers, constitute the largest influencer group who have a loyal following within their geographical location. Micro influencers are perceived as more relatable to their followers’ genuine needs and preferences (Gómez, 2019). Fifth, nano influencers, who generally have fewer than 10,000 followers, display the highest engagement rates among influencer types. Nano influencers are often regarded as the novices in the influencer industry who are more open to diverse partnerships for increased exposure.
他们拥有丰富的经验和较高的专业水平，能够为知名品牌代言并赚取高额收入。第二类是拥有至少 100 万粉丝但缺乏名人效应的超级影响者。他们在互联网上声名显赫，并通过付费伙伴关系与品牌合作。第三，拥有 10 万至 100 万粉丝的 "宏大影响力者 "通常保持较高的参与率，并通过大量粉丝获得较高的品牌曝光率。宏观影响者在其细分领域内具有很高的影响力，并在多个社交媒体平台上定期出现（Gómez，2019 年）。第四，拥有 10,000 至 100,000 名粉丝的微观影响者构成了最大的影响者群体，他们在各自的地理位置内拥有忠实的粉丝。微观影响者被认为更贴近追随者的真正需求和偏好（Gómez，2019）。第五，纳米级影响者通常拥有少于 10,000 名追随者，在各种类型的影响者中参与率最高。纳米级影响者通常被视为影响者行业中的新手，他们更愿意通过多样化的合作来增加曝光率。

However, the existing classifications emphasize the importance of follower numbers over other factors. Wang et al.(2012) posit that it is preferable to evaluate influencers’ quality over quantity as influencer quality relates to utilizing highly engaging content to foster robust connections with peer influencers and audiences rather than follower numbers. Furthermore, qualitative evaluation is conducted through assessing influencer authenticity, influencer-followers’ interactions, relevance of shared content, quality of comments and engagements (Bakker, 2018; Gretzel, 2017). Existing studies also propose several qualitative approaches to assess the influencers including socio-metric methods, interviews, and observations (Wiedmann & Von Mettenheim, 2021). In fact, Ouvrein et al. (2021) believed that both qualitative or quantitative measures provide an index for the assessment of influencers’ profiles. However, Bazaarvoice (2019) indicated that the fast iterations of social media influencers would alter their popularity and commercial value due to “influencer fatigue.” Because an influencer’s impact is not universal, i.e., having an influence in a particular field does not translate to other domains or to all demographics, marketers should gain an insight into influencers’ motivations and fundamental characteristics to tailor their marketing strategies to influencers’ attributes, themes, motives, and content creation styles (Audrezet et al., 2020; Liljander et al., 2015).
然而，现有的分类方法强调追随者数量的重要性，而忽视了其他因素。Wang 等人（2012 年）认为，评估有影响力者的质量比数量更可取，因为有影响力者的质量与利用高度吸引人的内容来促进与同行有影响力者和受众的紧密联系有关，而不是粉丝数量。此外，定性评估是通过评估影响者的真实性、影响者与追随者的互动、分享内容的相关性、评论和参与的质量来进行的（Bakker，2018；Gretzel，2017）。现有研究还提出了几种定性方法来评估影响者，包括社会计量方法、访谈和观察（Wiedmann & Von Mettenheim，2021 年）。事实上，Ouvrein 等人（2021 年）认为，定性或定量方法都能为评估有影响力者的概况提供指标。然而，Bazaarvoice（2019）指出，由于 "影响者疲劳"，社交媒体影响者的快速迭代将改变其受欢迎程度和商业价值。由于影响者的影响力并不具有普遍性，即在某一特定领域的影响力并不能转化到其他领域或所有人群，因此营销人员应深入了解影响者的动机和基本特征，以便根据影响者的属性、主题、动机和内容创作风格定制营销策略（Audrezet 等人，2020 年；Liljander 等人，2015 年）。

Social media influencers disseminate their perspectives, ideas, life experiences, daily routines, and behaviours in specific fields. Social media content can be leveraged to influence followers’ decisions and intentions (Geyser, 2017). In the travel and tourism context, travel influencers with many followers are perceived as being more reliable and trustworthy than those with a smaller follower base (De Veirman et al., 2017). Most previous studies document the effects of travel influencers on tourists’ behaviours and perceptions about a specific destination. For instance, Asan (2022) categorized the “travel influencers’ impact scale” into four dimensions: informative effects, motivating effects, role model effects, and combing effects. Asan (2022) also recommended that public and private tourism stakeholders understand travel influencers’ characteristics to facilitate effective collaborations for marketing purposes and to also acknowledge travel influencers as active social actors. Ge & Gretzel (2018) illustrated that social media influencers can shape audience attitudes through daily content and brand-related content sharing. Another study revealed that endorser-consumer congruence among travel influencers positively impacts among Chinese Generation Y’s intention towards endorsed tourist destinations (Xu & Pratt, 2018). Furthermore, an attribute-value message surpassed a simple or traditional recommendation message in influencing travellers’ perceptions and intentions to an eco-friendly hotel (Kapoor et al., 2022). In addition, proactive influencers on social media can catalyze big data that focuses on re-envisioning and reconstructing critical features of a physical destination (Simeone et al., 2014). Particularly, travel influencers can reveal unknown or hidden destinations, catch potential tourists’ attention and stimulate tourists’ travel intentions (Barbe et al., 2020). Therefore, many scholars recommend that tourism authorities, policymakers, and urban and rural planners should evolve from traditional marketing patterns rooted in a top-down perspective, to actively seeking practical insights and novel perspectives from social media influencers through a bottom-up approach (Hochman & Manovich, 2013; Qian & Heath, 2019).
社交媒体影响者传播他们在特定领域的观点、想法、生活经历、日常习惯和行为。社交媒体内容可被用来影响追随者的决策和意图（Geyser，2017 年）。在旅行和旅游方面，拥有众多追随者的旅游影响者被认为比追随者基数较小的旅游影响者更可靠、更值得信赖（De Veirman 等人，2017 年）。之前的大多数研究都记录了旅游影响者对游客行为和对特定目的地认知的影响。例如，Asan（2022 年）将 "旅游影响者影响量表 "分为四个维度：信息效应、激励效应、榜样效应和梳理效应。Asan（2022 年）还建议公共和私营旅游利益相关者了解旅游影响者的特征，以促进营销目的的有效合作，并承认旅游影响者是活跃的社会行动者。Ge & Gretzel（2018）说明，社交媒体影响者可以通过日常内容和品牌相关内容分享来塑造受众的态度。另一项研究显示，旅游影响者中的代言人-消费者一致性会对中国 Y 世代对代言旅游目的地的意向产生积极影响（Xu & Pratt，2018）。此外，在影响游客对生态友好型酒店的认知和意向方面，属性价值信息超过了简单或传统的推荐信息（Kapoor 等人，2022 年）。此外，社交媒体上积极主动的影响者可以催化大数据，重点重新认识和重构实体目的地的关键特征（Simeone 等人，2014 年）。 特别是，旅游影响者可以揭示未知或隐藏的目的地，吸引潜在游客的注意力，激发游客的旅游意向（Barbe 等人，2020 年）。因此，许多学者建议，旅游当局、政策制定者和城乡规划者应从植根于自上而下视角的传统营销模式发展到通过自下而上的方法积极从社交媒体影响者那里寻求实用见解和新颖视角（Hochman & Manovich, 2013; Qian & Heath, 2019）。

In 2022, the global influencer marketing size reached a record high at 16.4 billion U.S. dollars (Statista, 2022). Influencer marketing is defined as the process by which influential social media users promote products and services or enhance brand recognition through content sharing (Carter, 2016). Furthermore, influencer marketing encourages influencers and followers to co-create a brand’s image on social media (Giles & Edwards, 2018; Lou & Yuan, 2018). Inkybee (2022) stated that influencer marketing involves several critical steps including influencer identification, influencer outreach, design of influencer events, influencer measurement and influencer relations. Another study described common and effective influencer marketing strategies adopted by marketers including brand endorsement, product or service reviews, integrating brand advertisment, commercial event communications, sponsored content, and affiliate links (Michelle, 2016). Marketers across various sectors have embraced influencer marketing strategies as collaborating with influential influencers can help brands reach a larger audience (Lou & Yuan, 2018).
2022 年，全球影响者营销规模达到 164 亿美元，创历史新高（Statista，2022 年）。影响者营销被定义为有影响力的社交媒体用户通过内容分享推广产品和服务或提高品牌知名度的过程（Carter，2016）。此外，影响者营销鼓励影响者和追随者在社交媒体上共同创造品牌形象（Giles & Edwards，2018；Lou & Yuan，2018）。Inkybee（2022 年）指出，影响者营销涉及几个关键步骤，包括影响者识别、影响者推广、影响者活动设计、影响者衡量和影响者关系。另一项研究描述了营销人员采用的常见而有效的影响者营销策略，包括品牌代言、产品或服务评论、整合品牌广告、商业活动传播、赞助内容和联盟链接（Michelle，2016 年）。由于与有影响力的影响者合作可以帮助品牌接触到更多受众，各行各业的营销人员都接受了影响者营销策略（Lou & Yuan，2018）。

China’s influencer marketing is fast growing. In 2020, the influencer marketing market size increased to 340 billion Yuan. The number of influencer multi-channel networks (MCNs) increased from 160 in 2015 to 28 thousand in 2022 (Thepaper, 2022). China’s influencers have rapidly evolved into professionals. In addition, China’s full-time travel influencers have increased from 10 thousand in 2016 to 100 thousand in 2021 (Tencent, 2021). China’s full-time travel influences are now recognized as a powerful group in promoting China’s tourism development (Worker Daily, 2021). For example, the Enshi city government invited a group of influential travel influencers to collectively launch destination live-streaming marketing events that displayed local tourism uniqueness (Jimu News, 2022). Moreover, the Chinese government has incorporated influencer economy as part of the country’s long-term development strategy. For example, both national and local authorities also collaborate with travel influencers to promote “China’s Digital Rural Village Program;” an initiative aims to display hidden rural landscapes, unique local cultures, crafts, food, and rural lifestyles of traditional rural villages (Fengmian News, 2022). Live-streaming e-commerce is also as a prominent aspect of travel influencers’ marketing in China. Destination marketing organizations have invited travel influencers to conduct immersive cultural tourism livestreaming events to display destination characteristics and sell featured tourism products or services (Chinadevelopment, 2022).Guangzhou City aims to cultivate more than 100 high-quality influencer marketing agencies and conduct 10 thousand top-selling live streaming influencers in recent years (Writer, 2021). In addition, @Xiaoxiaosha, a renowned Chinese travel influencer with 18 million followers, attained market sales of ten million Yuan via live-streaming ecommerce over a five-weeks’ period ( $36\mathrm{Kr},2020$$36\mathrm{Kr},2020$36Kr,202036 \mathrm{Kr}, 2020 ). Although the existing literature has explored various aspects of the travel influencer field, including classifications, impacts, and influencer marketing, the impact of social, geographical, and cultural backgrounds on influence travel influencers’ content creation and sharing behaviors has not been established. Thus, this study examined the content creation and sharing experiences of travel influencers who produce local and destination-focused content within the same locality.
中国的影响者营销正在快速发展。2020 年，影响者营销市场规模将增至 3400 亿元。影响者多渠道网络（MCN）的数量从 2015 年的 160 个增加到 2022 年的 2.8 万个（Thepaper，2022）。中国的 "影响者 "已迅速发展成为专业人士。此外，中国的专职旅游影响者已从 2016 年的 1 万人增加到 2021 年的 10 万人（腾讯，2021 年）。目前，中国专职旅游影响者已被公认为推动中国旅游业发展的强大群体（《工人日报》，2021 年）。例如，恩施市政府邀请了一批有影响力的旅游影响者，集体发起目的地直播营销活动，展示当地旅游的独特性（吉木萨尔新闻，2022 年）。此外，中国政府已将影响力经济作为国家长期发展战略的一部分。例如，国家和地方政府还与旅游影响者合作，推广 "中国数字乡村计划"；该计划旨在展示隐藏的乡村景观、独特的地方文化、手工艺品、美食以及传统乡村的生活方式（冯棉新闻，2022 年）。直播电子商务也是中国旅游影响者营销的一个突出方面。目的地营销机构邀请旅游影响者开展沉浸式文化旅游直播活动，展示目的地特色，销售特色旅游产品或服务（Chinadevelopment，2022）。 此外，拥有 1,800 万粉丝的中国知名旅游影响者 @ 小沙，通过直播电商在五周时间内实现了 1,000 万元的市场销售额（ $36\mathrm{Kr},2020$$36\mathrm{Kr},2020$36Kr,202036 \mathrm{Kr}, 2020 ）。虽然现有文献对旅游影响者领域进行了多方面的探讨，包括分类、影响和影响者营销等，但社会、地理和文化背景对影响旅游影响者内容创作和分享行为的影响尚未确立。因此，本研究考察了在同一地区制作以本地和目的地为重点的内容的旅游影响者的内容创作和分享经验。

Social exchange theory (SET) is one of the oldest theories of social behavior introduced by Homans (1958), indicating any interactions between individuals in an exchange of resources. SET specifically refers to any form of social exchange between individuals that occurs via swapping tangible or intangible resources (Lambe et al., 2001). The social exchange process involves a series of reciprocal transactions between two or more parties (Mitchell et al., 2012). When individuals invest in relationships, they expect to maximize rewards and minimize costs where the outcome of social exchanges is interdependent on their investment in a relationship with others. Actors generally behave in a way that increases the positive benefits they perceive more than the negative costs they perceive. If both parties equally benefit from an affordable exchange process, recurrent interactions will occur because social exchanges with uncertain involuntary, exclusive benefits cannot occur on a “qui pro quo” basis (Konovsky & Pugh, 1994; Whitener et al., 1998). These mutual exchanges might contribute to psychological bonds and motivate individuals to maintain relationships (Blau, 1964). Engaging in a reciprocal relationship can also build a highly trustworthy, effective and behavioral loyalty, and affect relationship harmony between parties (Molm et al., 2000). However, the exchange of resources between parties is always unfair, the relationship might fluctuate or collapse. Actors exchange resources based on what costs they invest in a relationship and what rewards they gain. The benefits could be perceived as tangible materials like money or goods, or intangible symbols like love, status, approval, or prestige (Cropanzano & Mitchell, 2005; Foa & Foa, 1980). Different scholars further describe positive intangible symbols as including emotional satisfaction, spiritual values, pursuits of personal traits, and universal humanity values (Lambe et al., 2001). The costs can be recognized as material or non-material, such as money, time, service, embarrassment or shame arising from the exchange process (Ouvrein et al., 2021).
社会交换理论（SET）是由霍曼斯（1958 年）提出的最古老的社会行为理论之一，指的是个人之间在资源交换中的任何互动。社会交换具体指个人之间通过交换有形或无形资源而进行的任何形式的社会交换（Lambe 等人，2001 年）。社会交换过程涉及双方或多方之间的一系列互惠交易（Mitchell 等人，2012 年）。当个人投资于人际关系时，他们期望回报最大化、成本最小化，而社会交换的结果与他们对他人关系的投资相互依存。行为人的行为方式通常会使其感知到的正面收益大于其感知到的负面成本。如果双方都能从经济实惠的交换过程中平等获益，那么互动就会反复发生，因为不确定的非自愿、排他性利益的社会交换不可能在 "qui pro quo "的基础上发生（Konovsky & Pugh, 1994; Whitener et al.）这些相互交流可能有助于建立心理纽带，促使个体维持关系（Blau，1964）。参与互惠关系还可以建立一种高度可信、有效和行为忠诚的关系，并影响双方关系的和谐（Molm 等人，2000 年）。然而，各方之间的资源交换总是不公平的，关系可能会波动或崩溃。行为者根据他们在关系中投入的成本和获得的回报来交换资源。回报可以是金钱或物品等有形物质，也可以是爱情、地位、认可或声望等无形象征（Cropanzano & Mitchell, 2005; Foa & Foa, 1980）。 不同的学者进一步将积极的无形符号描述为包括情感满足、精神价值、个人特质追求和普遍人性价值（Lambe 等人，2001 年）。成本可以被认为是物质的或非物质的，如金钱、时间、服务、交换过程中产生的尴尬或羞耻（Ouvrein 等人，2021 年）。
In influencer marketing, social media interactions between influencers and followers create a reciprocal condition where social exchange theory can apply. Several studies have investigated social media influencers using the social exchange theory. Influencers and followers usually exchange commercial benefits and non-material benefits like “words.” Influencers produce informative, engaging, and enjoyable content for followers who in turn express their satisfaction and gratitude through social media interactions, including liking, commenting, reposting, following and favoriting behaviors, and according to influencers social power from their trust (Bolat & Gilani, 2018; Kim & Kim, 2021). Chia et al.(2021) utilized social exchange theory to investigate social media influencers’ willingness to create unboxing reviews. Social media influences were motivated to create unboxing reviews due to social interaction ties, shared vision with community members, and the willingness to help others, rather than material benefits. Similarly, Giardino (2021) portrayed that micro influencers’ motivation to post content and share their lives with others is internally motivated by their desire to inspire and help others and demotivated by a negative mental health cost. Published literature indicates that the exchanges of resources between influencers and followers are universal. However, benefits gained and costs incurred by different types of social media influencers and their followers can inform niche influencer marketing fields. Hence, this study sought to identify the reciprocal relationships, benefits, and costs that occur within interactions between local travel influencers, tourists, and tourism stakeholders by applying SET as its theoretical framework.
在影响者营销中，影响者与追随者之间的社交媒体互动创造了一种互惠条件，社会交换理论可在其中应用。一些研究利用社会交换理论对社交媒体影响者进行了调查。影响者和追随者通常会交换商业利益和 "话语 "等非物质利益。影响者为追随者提供信息丰富、引人入胜、令人愉悦的内容，而追随者则通过社交媒体互动，包括点赞、评论、转贴、关注和收藏等行为，表达他们的满意和感激之情，并根据影响者的信任度获得社会权力（Bolat & Gilani，2018；Kim & Kim，2021）。Chia 等人（2021 年）利用社会交换理论研究了社交媒体影响者创建开箱评论的意愿。社交媒体影响者创建开箱评论的动机在于社会互动联系、与社区成员的共同愿景以及帮助他人的意愿，而非物质利益。同样，Giardino（2021 年）描绘了微观影响者发布内容并与他人分享生活的动机，其内部动机是他们希望激励和帮助他人，而消极的心理健康成本则削弱了他们的动机。已发表的文献表明，影响者与追随者之间的资源交换是普遍存在的。然而，不同类型的社交媒体影响者及其追随者所获得的利益和付出的成本可以为利基影响者营销领域提供参考。因此，本研究以 SET 为理论框架，试图确定当地旅游影响者、游客和旅游业利益相关者之间互动中的互惠关系、收益和成本。

The phenomenological study used a qualitative research approach to gain understanding and insights into the essence of a phenomenon. Notably, this approach helps investigate research participants’ daily experiences and feelings to comprehensively understand a phenomenon (Wilson, 2015). Qualitative research finds examples of participant’s behaviour, clarifies study participants’ thoughts and feelings, and interprets their experiences about a phenomena of interest. Qualitative research seeks explanations for uncertain or unknown human behaviours in a particular context (Austin & Sutton, 2014; Miles et al., 2013). This study wished to understand local travel influencers by conducting indepth interviews with 15 travel influencers representing diverse tourism themes from Meishan, City, Sichuan Province, China. Participants were invited to share their perspectives or experiences on a particular topic, activity, or phenomenon during in-depth interviews.
现象学研究采用定性研究方法来理解和洞察现象的本质。值得注意的是，这种方法有助于调查研究参与者的日常经历和感受，从而全面理解现象（Wilson，2015 年）。定性研究会发现参与者的行为实例，澄清研究参与者的想法和感受，并解释他们对相关现象的体验。定性研究寻求特定背景下不确定或未知人类行为的解释（Austin & Sutton, 2014; Miles et al.）本研究希望通过对中国四川省眉山市 15 位代表不同旅游主题的旅游影响者进行深入访谈，了解当地的旅游影响者。在深度访谈中，受访者被邀请分享他们对特定主题、活动或现象的观点或经验。

Local travel influencers were selected from social media platforms and based on local media peers’ recommendations using purposive sampling. Purposive sampling chooses 15 local travel influencers based on pre-determined criteria related to study research questions to supply information that cannot be acquired from alternative sources (Tongco, 2007). There were four participant inclusion criteria. First, travel influencers updated their social media platforms weekly. Second, travel influencers with at least 10,000 followers on social media platforms who are generally recognized as micro influencers (Campbell & Farrell, 2020), who meet the minimum requirements for influencer personal verification (with a yellow “V” symbol) on China’s social media platforms (Marszałek, 2020). Notably, micro influencers account for more than half of the influencer marketing market in China (Ling, 2019). With geographically concentrated followers, such micro influencers have a competitive advantage in promoting regional products and services to attract customers (Mai, 2020). Third, travel influencers who emphasize “localism” in their content that is related to the Meishan context. Fourth, travel influencers who work, study, or live in Meishan City, China.
采用目的性抽样法从社交媒体平台和当地媒体同行的推荐中选择当地旅游影响者。目的性抽样根据与研究问题相关的预设标准选择 15 位本地旅游影响者，以提供无法从其他来源获得的信息（Tongco，2007 年）。参与者纳入标准有四项。首先，旅游影响者每周更新其社交媒体平台。其次，在社交媒体平台上拥有至少 10,000 名粉丝的旅游影响者，他们一般被认定为微影响者（Campbell & Farrell, 2020），符合中国社交媒体平台对影响者个人验证（带有黄色 "V "符号）的最低要求（Marszałek, 2020）。值得注意的是，微影响者占中国影响者营销市场的一半以上（Ling，2019）。这类微影响者拥有集中的地域粉丝，在推广地区产品和服务以吸引客户方面具有竞争优势（Mai，2020）。第三，在其内容中强调与眉山相关的 "地方主义 "的旅游影响者。第四，在中国眉山市工作、学习或生活的旅游影响者。
Table 1. Interviewees’ Profiles
表 1.受访者简介

Table 1 presents information about participants’ gender, occupation, content themes, follower numbers and influencer types. Participants were referred to by pseudonyms to protect their privacy. The 15 local travel influencers had a total of 7,631,400 followers as of December 2022. Most local travel influencers were micro influencers with followers ranging between 17,000 and 114,000 followers. There were only two known mega influencers with over one million followers and one macro influencer with more than 100,000 followers. In addition, most local travel influencers worked full-time jobs in non-tourism sectors and engaged in travel content production as an interest or as supplementary or part-time job.
表 1 列出了参与者的性别、职业、内容主题、追随者数量和影响者类型等信息。为保护个人隐私，参与者均使用化名。截至 2022 年 12 月，15 位本地旅游影响者共拥有 763.14 万粉丝。大多数本地旅游影响者都是微型影响者，粉丝数量在 17,000 到 114,000 之间。目前已知的超大影响力者中，仅有两人的粉丝数超过 100 万，一人的粉丝数超过 10 万。此外，大多数本地旅游影响者在非旅游行业从事全职工作，并将旅游内容制作作为兴趣、辅助或兼职工作。

Three pilot interviews were conducted before the formal interview process. All participants were informed that the interview would be recorded using digital recorders or manual memos. The language adopted during the in-depth interview was Chinese Mandarin because all the interviewees were fluent Chinese speakers. Each interview session lasted 45 to 75 minutes. Fifteen in-depth interviews with local travel influencers were conducted and transcribed into Chinese text. Interview transcripts were validated by all participants before being translated into English. This study utilizes thematic content analysis. It is a popular qualitative data analysis method used to identify, organize, and search for themes across the entire dataset, was employed in this study. The researchers chose a six-phase approach outlined by Braun and Clarke (2006) to conduct the thematic analysis: (1) Data immersion through reading and re-reading the interview transcripts by two coders. (2) Code generation through a comprehensive analysis of the data by two independent coders. (3) Theme identification from codes. (4) Potential themes review. (5) Theme labelling and definition (6) Report writing. Table 2 displays how the researchers performed the open coding process. Table 3 presents actual text extracted from the interview transcripts and demonstrates how the initial codes were examined to grasp respondents’ implicit meaning and perspectives. Initial codes were organized into the axial coding or selective coding to reduce the initial codes into main themes which would aid in formulating subcategories of dimensions.
在正式访谈之前进行了三次试点访谈。所有参与者都被告知，访谈将使用数码录音机或手工备忘录进行记录。由于所有受访者都能说流利的中文，因此深度访谈使用的语言是中文普通话。每次访谈持续 45 至 75 分钟。共对 15 位当地旅游影响者进行了深度访谈，并将访谈内容誊写成中文文本。访谈记录在翻译成英文之前已得到所有参与者的确认。本研究采用了主题内容分析法。这是一种流行的定性数据分析方法，用于识别、组织和搜索整个数据集的主题。研究人员选择了 Braun 和 Clarke（2006 年）概述的六阶段方法进行主题分析：(1) 由两名编码员通过阅读和重读访谈记录进行数据沉浸。(2) 由两名独立的编码员对数据进行综合分析，生成代码。(3) 从编码中确定主题。(4) 审查潜在主题。(5) 主题标记和定义 (6) 撰写报告。表 2 显示了研究人员如何进行开放式编码过程。表 3 列出了从访谈记录中提取的实际文本，并展示了如何通过审查初始编码来把握受访者的内隐含义和观点。初始编码被组织成轴向编码或选择性编码，以将初始编码还原成有助于形成维度子类别的主 题。
Table 2. An Illustrative Excerpt of Open Coding
表 2.开放式编码示例摘录

extracted from interview transcripts
摘自访谈记录

Accidental popularity; several followers; field visits; footage shooting; post-production; familiarity with platforms’ rules and supporting policies; understanding content censor mechanism; high aesthetic ability; meeting audience’s preferences; cultural appreciation ability; communicator; display personal style and creativity; homogenous content; low click-through rates; aesthetic fatigue.
意外走红；多个粉丝；实地考察；拍摄素材；后期制作；熟悉平台规则和配套政策；了解内容审查机制；审美能力高；符合受众喜好；文化鉴赏能力；传播者；展现个人风格和创意；内容同质化；点击率低；审美疲劳。

Table 3. An Example of The Coding Process
表 3.编码过程示例

Upon completion of all coding processes, researchers sorted and categorized interview data into corresponding categories. After individual coding efforts, all coders discussed and verified interview data categorization until consensus was reached. Subsequently, a categories list was consolidated and simplified by integrating similar categories. After finalizing the categories, researchers consulted with scholars experienced in studying social media influencers and tourism marketing to authenticate categories and codes. Subsequently, five major themes were used to describe content creation and sharing experiences of local travel influencers, including serendipity, motivations, competence, challenges and expectations, and tourism marketing experiences.
在完成所有编码过程后，研究人员对访谈数据进行排序并归入相应的类别。在各自完成编码工作后，所有编码者对访谈数据的分类进行讨论和验证，直至达成共识。随后，通过整合相似的类别，合并并简化了类别列表。在最终确定类别后，研究人员咨询了在研究社交媒体影响者和旅游营销方面经验丰富的学者，以验证类别和编码。随后，研究人员使用五大主题来描述本地旅游影响者的内容创作和分享经验，包括偶然性、动机、能力、挑战和期望以及旅游营销经验。

When asked about their experiences as travel influencers, most initially uploaded content to share and record travel experiences as ordinary social media users with no intention of becoming influencers. They described the “accidental popularity” (e.g., clicks, followers, or advertising revenues) of their content as an amazing experience that motivated them to dedicate more effort to creating content to maintain their influence and attract more followers. Some respondents considered being full-time influencers once they gained more followers. Moreover, they commonly described themselves as opinion leaders or role models to their audiences and the local community who had an impact on various aspects of the emerging destinations by providing timely tourism information, sharing tourism schedules, building destination image, shaping tourists’ revisitation, promoting tourism consumption, and collecting tourists’ feedback for local tourism stakeholders.
当被问及他们成为旅行影响者的经历时，大多数人最初都是以普通社交媒体用户的身份上 传内容，分享和记录旅行经历，无意成为影响者。他们将自己的内容 "意外走红"（如点击量、粉丝数或广告收入）描述为一种奇妙的体验，促使他们投入更多精力创作内容，以保持影响力并吸引更多粉丝。一些受访者认为，一旦获得更多追随者，他们就会成为全职的影响力者。此外，他们普遍认为自己是受众和当地社区的意见领袖或榜样，通过提供及时的旅游信息、分享旅游日程、树立目的地形象、塑造游客的重游习惯、促进旅游消费以及为当地旅游利益相关者收集游客反馈，对新兴目的地的各个方面产生了影响。

For instance, Respondent 6 suggested: “Local influencers with numerous followers can greatly influence the development of a specific destination…they can directly promote the development of smaller destinations since large cities already dominate social media content”. Respondent 9 stated: “Local influences not only provide instant and localized tourism information but also promote a travel consumption model of online recommendation and offline travel experience through social e-commerce”.
例如，受访者 6 认为："拥有众多追随者的当地有影响力人士可以极大地影响特定目的地的发展......他们可以直接促进较小目的地的发展，因为大城市已经主导了社交媒体内容"。受访者 9 指出"当地影响力不仅能提供即时和本地化的旅游信息，还能通过社交电子商务促进在线推荐和线下旅游体验的旅游消费模式"。

Local travel influencers create and share content to display local expertise, seek social validation and recognition, embrace localism and community engagement, demonstrate a sense of responsibility, and motivate tourists. Collectively, local travel influencers’ intrinsic motivations and strategies positions them as significant contributors in shaping the regional tourism industry.
地方旅游影响者通过创建和分享内容来展示地方专业知识、寻求社会验证和认可、拥护地方主义和社区参与、展示责任感以及激励游客。总体而言，地方旅游影响者的内在动机和策略使他们成为塑造地区旅游业的重要贡献者。
The first theme highlights influencers’ specialised knowledge and experience of their local area which they leverage to provide unique insights and perspectives for their audiences. A fact evident from Respondent 9’s statements: “As a Meishan local, I have a better understanding of local tourism resources that could make my content more localized and attractive”.
第一个主题强调了影响者对当地的专业知识和经验，他们利用这些知识和经验为受 众提供独特的见解和观点。这一点从受访者 9 的陈述中可见一斑："作为眉山本地人，我更了解当地的旅游资源，这可以使我的内容更具本地化和吸引力"。

The second theme emphasizes the role of social validation and recognition in influencing content creation by influencers who strive to maintain their status and reputation within their social circles. In support of this statement, Respondent 1 commented: “We must be creative … to gain influence and reputation in this competitive market”. Respondent 8 also mentioned: “Our content could potentially influence social groups by permeating certain values or inducing behavioural changes”.
第二个主题强调了社会验证和认可对影响者内容创作的影响作用，影响者努力维持自己在社交圈中的地位和声誉。为支持这一说法，受访者 1 评论道："我们必须有创造力......才能在这个竞争激烈的市场中获得影响力和声誉"。受访者 8 也提到"我们的内容有可能通过渗透某些价值观或诱导行为改变来影响社会群体"。

The third theme focuses on the influencers’ commitment to promoting localism and community engagement by using their platforms to support local businesses and foster a sense of community pride. Respondent 2 happily expressed: “I think ‘hometown feelings’ should be the primary motivation to positively lead myself to introduce the competitive tourism elements of his hometown”. Respondent 14 said: “As the most influential influencer ( 6.15 million followers) in Meishan, I hope to introduce local daily life, interesting local stories, and tourism elements to enrich residents’ understanding”.
第三个主题的重点是，有影响力的人致力于通过利用其平台支持本地企业并培养社区自豪感，从而促进地方主义和社区参与。受访者 2 愉快地表示"我认为'家乡情怀'应该是积极引导自己介绍家乡有竞争力的旅游元素的首要动力"。受访者 14 说："作为眉山最有影响力的人（615 万粉丝），我希望能介绍当地的日常生活、有趣的当地 故事和旅游元素，丰富居民对家乡的了解。

Fourthly, influencers demonstrate a sense of responsibility by utilizing their content to diminish negative perceptions of their locality and promote local lesser-known attractions. Respondent 12 said: “As grassroots creators, we bear the responsibility of not only producing content but also promoting Meishan tourism”. Similarly, Respondent 10 commented: “Local travel influencers have a more important responsibility in regional tourism publicity”.
第四，影响者通过利用他们的内容来减少人们对当地的负面看法并宣传当地鲜为人知的景点，从而体现出一种责任感。受访者 12 说："作为草根创作者，我们不仅有责任制作内容，也有责任宣传眉山旅游"。同样，受访者 10 也表示"本地有影响力的旅游达人在区域旅游宣传中承担着更重要的责任"。
Finally, local travel influencers also desire to attract tourists to their respective locations by showcasing their confidence in the unique cultural and tourism elements which highlights their genuine passion for their locations. Respondent 5 stated: “I expect that my content could vividly display the characteristics and beauties of my hometown to make my audiences learn about it and fall in love with it”.
最后，当地的旅游影响者也希望通过展示他们对当地独特文化和旅游元素的信心来吸引游客，这也凸显了他们对当地的真正热情。受访者 5 表示"我希望我的内容能生动地展示家乡的特色和美景，让受众了解家乡，爱上家乡。

Travel influencers should possess comprehensive competence to position themselves in competitive influencer marketing. Local travel influencers recognized the need for continuous improvement and developing fundamental content creation abilities, particularly in advanced editing and post-production training courses. According to Respondent 15: “For most micro travel influencers, we need continual “input” to have effective “output.” I follow many excellent bloggers to learn about shooting and post-production skills”.
旅游影响者应具备综合能力，才能在竞争激烈的影响者营销中占据一席之地。本地旅游影响者认识到需要不断提高和发展基本的内容创作能力，尤其是高级编辑和后期制作培训课程。受访者 15 指出："对于大多数微观旅游影响者而言，我们需要持续的'投入'才能获得有效的'产出'。我关注了很多优秀的博主，学习拍摄和后期制作技巧"。
Travel influences also valued cultural understanding and appreciation, and recognized the importance of promoting cultural elements in their content. In support of this statement, Respondent 7 said: “Simple introductions of tourism elements no longer satisfy the audience’s curiosity about a destination”. Various types and complexities of tourism destinations require comprehensive knowledge. Moreover, tourists have transitioned from pursuing “sensory experiences” to “spiritual experiences”. Therefore, creators’ cultural level and aesthetic ability will play an increasingly important role in future tourism content creation.
旅游影响者也重视文化理解和欣赏，并认识到在其内容中推广文化元素的重要性。为支持这一说法，受访者 7 表示"简单的旅游元素介绍已不能满足受众对目的地的好奇心"。旅游目的地种类繁多，情况复杂，需要全面的知识。此外，游客已从追求 "感官体验 "过渡到 "精神体验"。因此，创作者的文化水平和审美能力在未来的旅游内容创作中将发挥越来越重要的作用。
Effective communication and interpersonal skills are required for social media operations and interacting with followers and fellow creators. As Respondent 14 stated: “It is essential for creators to reflect on their content and learn from excellent peers”.
社交媒体的运营以及与追随者和其他创作者的互动需要有效的沟通和人际交往技能。正如受访者 14 所说"创作者必须对自己的内容进行反思，并向优秀的同行学习"。
Industry-specific knowledge and expertise facilitate tourism content creation and business operations. As Respondent 9 said: “Tourism creators should have a comprehensive understanding of the tourism field, such as budget management, tourism planning abilities, and public relations’ issues”. Additionally, Respondent 14 emphasized: “Mastering accurate knowledge of relevant cultural and historical elements can limit incorrect descriptions and unnecessary social controversy”.
特定行业的知识和专业技能有助于旅游内容创作和业务运营。正如受访者 9 所说"旅游创作者应全面了解旅游领域，如预算管理、旅游规划能力和公共关系问题"。此外，14 号受访者强调"掌握相关文化和历史元素的准确知识可以减少不正确的描述和不必要的社会争议"。
Finally, personal branding and storytelling showcase the influencers’ unique personalities, styles, and interpretations of
最后，个人品牌塑造和故事讲述展示了影响者的独特个性、风格和对以下方面的诠释
tourism elements. Respondent 2 argued: “Social media influencers should hold unique insights and creative perspectives on destination elements, rather than imitate other creators”.
旅游要素。答复 2 认为"社交媒体影响者应该对目的地元素有独到的见解和创造性的观点，而不是模仿其他创作者"。

Several challenges affected the performance and sustainable development of local travel influencers. Firstly, influencers found it difficult to create unique and engaging content while staying true to their brand identity. Travel influencers are under pressure to constantly produce new and interesting content to maintain and grow their audiences. However, they also need to maintain their own brand’s authenticity and stay true to their values and vision. Respondent 15 expressed: “Limited creative ability and resources generally lead to an emphasis on superficial introductions of tourism elements and a lack of in-depth exploration”. Respondent 9 also criticized: “Some tourism creators may intentionally pander to their audience’s preferences or commercial benefits and use exaggeration, glorification, or defamation of tourism destinations to attract attention and increase click-through rates”.
有几项挑战影响了当地旅游影响者的表现和可持续发展。首先，旅游达人发现很难在忠实于自身品牌形象的同时创作出独特且引人入胜的内容。旅游影响者面临着不断制作新颖有趣的内容以维持和增加受众的压力。然而，他们也需要保持自己品牌的真实性，忠实于自己的价值观和愿景。受访者 15 表示"有限的创意能力和资源普遍导致对旅游元素的介绍流于表面，缺乏深入挖掘"。第 9 位受访者也提出了批评："一些旅游创作者可能会故意迎合受众的喜好或商业利益，利用夸大、美化或诋毁旅游目的地来吸引眼球，提高点击率"。
Secondly, travel influencers faced challenges monetizing their content. While local travel influencers may enjoy creating content for their love of travel, they also need to earn a living. Influencers must constantly navigate sponsorships, affiliate marketing, and product placement, while ensuring they do not compromise the integrity of their content. Respondent 3 expressed: “Making commercialized content is very tough for micro-influencers, as the reduction of click-through rates significantly impacts commercial opportunities and future investment in content creation.” Respondent 5 mentioned: “Content creation requires continuous expenditures on different items such as hardware equipment, software services, and travel fares”.
其次，旅游影响者面临着内容货币化的挑战。虽然本地旅游影响者可能会因为热爱旅游而乐于创作内容，但他们也需要谋生。旅游影响者必须不断探索赞助、联盟营销和产品植入，同时确保不损害其内容的完整性。受访者 3 表示"制作商业化内容对微影响力者来说非常艰难，因为点击率的降低会严重影响商业机会和未来在内容创作上的投资。"受访者 5 提到："内容创作需要在硬件设备、软件服务和差旅费等不同项目上持续支出"。
Thirdly, the COVID-19 pandemic presented unique challenges to local travel influencers. Travel restrictions, closures, and other safety measures limited their ability to create new content. The pandemic also impacted the tourism industry making it difficult for influencers to find sponsors or partners. According to Respondent 7, “the strict “Zero COVID-19” policy brought many uncertainties and risks for both tourists and creators”.
第三，COVID-19 大流行给当地旅游影响者带来了独特的挑战。旅行限制、关闭和其他安全措施限制了他们创作新内容的能力。大流行病还影响了旅游业，使影响者难以找到赞助商或合作伙伴。据受访者 7 称，"严格的'零 COVID-19'政策给游客和创作者都带来了许多不确定性和风险"。
Fourthly, with many creators focusing on the same themes, high content homogenization results in lower click-through rates and the audience’s aesthetic fatigue. As Respondent 9 stated: “Some travel content creators excessively imitate or plagiarize others, resulting in a high degree of homogeneous content”. Respondent 5 also sighed: “Homogeneous content cannot highlight an influencer’s personal characteristics”.
第四，由于许多创作者专注于相同的主题，内容高度同质化导致点击率降低和受众审美疲劳。正如受访者 9 所说"一些旅游内容创作者过度模仿或抄袭他人，造成内容高度同质化"。受访者 5 也感叹道："同质化的内容无法突出有影响力者的个人特色"。
Finally, work overload was also mentioned by some respondents. Creating content is time-consuming and labourintensive. Local travel influencers maybe overwhelmed by the complex creation process, mental pressures, work overload, and lack of community support. Supporting this idea, Respondent 5 mentioned: “I am currently working a full-time job which makes it impossible to maintain stable content updates”.
最后，一些受访者还提到了工作负担过重的问题。创建内容既耗时又耗力。复杂的创作过程、精神压力、超负荷工作以及缺乏社区支持，都可能让本地旅游影响者不堪重负。受访者 5 对此表示支持："我目前有一份全职工作，因此无法保持稳定的内容更新"。

However, respondents also wished that local tourism communities could recognize their efforts in promoting local tourism development and formulate substantial supportive policies. Respondent 15 expressed: “We expect that the local government could draft supportive policies for us.” Respondent 3 emphasized: “Local governments should recognize influencers’ existence and formulate policies that support and guide them towards regional tourism development”.
不过，受访者也希望当地旅游社区能够认可他们在促进当地旅游业发展方面所做的努 力，并制定实质性的支持政策。受访者 15 表示"我们希望当地政府能为我们制定扶持政策。第 3 位受访者强调"地方政府应承认影响者的存在，并制定政策支持和引导他们促进地区旅游业的发展。

Two key themes characterize the tourism marketing experiences of local travel influencers. The first theme revolves around collaborations with various local tourism stakeholders to build a local multi-layer media matrix; a primary strategy employed by local travel influencers. Local travel influencers often collaborate with government agencies, tourism publicity departments, local TV stations, and official new media channels to provide original video and photo content for various official media platforms. These collaborations aim to promote regional tourism and help build a distinctive destination image for a city. Respondent 3 expressed: “I mainly provide city-level and district-level tourism publicity departments with video and picture materials related to urban landscapes and rural tourism themes… three of my works were even reproduced by national-level media platforms”.
地方旅游影响者的旅游营销经验有两个关键主题。第一个主题是与当地旅游业各利益相关方合作，建立当地多层次媒体矩阵；这是当地旅游影响者采用的主要策略。地方旅游影响者经常与政府机构、旅游宣传部门、地方电视台和官方新媒体渠道合作，为各种官方媒体平台提供原创视频和图片内容。这些合作旨在促进地区旅游业的发展，帮助一个城市建立独特的目的地形象。受访者 3 表示"我主要为市级和区级旅游宣传部门提供与城市景观和乡村旅游主题相关的视频和图片资 料......我的三部作品甚至被国家级媒体平台转载"。
In addition, some local travel influencers are invited to participate in the co-creation of official tourism promotional content that positions them as vital intermediaries between tourists and local tourism stakeholders. Through these joint co-creation events, local travel influencers understand competitive tourism characteristics and promote Meishan as an attractive and unique destination.
此外，一些当地旅游影响者还受邀参与官方旅游宣传内容的共同创作，将他们定位为游客与当地旅游利益相关方之间的重要中介。通过这些共同创造活动，当地旅游影响者了解了具有竞争力的旅游特点，并将眉山作为一个有吸引力的独特目的地进行宣传。
Next, travel influencers comprehensively employ live streaming e-commerce, social e-commerce, and product placement advertising to showcase and sell local tourism products. These products include famous cuisine, featured fruits, and local tourism packages. Such processes aim to boost the local economy and raise awareness of local tourism products and services among a wider audience. For example, live-streaming e-commerce and social e-commerce are seen as trendy channels for local tourism businesses to promote their unique products. Respondent 14 described: “We conducted livestreaming e-commerce of Ponkan on DouYin platforms, resulting in millions of views and marketing sales”. Respondent
其次，旅游达人综合运用直播电商、社交电商和产品植入广告等方式，展示和销售当地旅游产品。这些产品包括知名美食、特色水果和当地旅游套餐。这些过程旨在促进当地经济发展，提高更多受众对当地旅游产品和服务的认识。例如，直播电商和社交电商被视为当地旅游企业推广其特色产品的新潮渠道。第 14 位受访者描述道："我们在斗鱼平台上开展了椪柑直播电商，获得了数百万的观看量和营销销售额"。受访者

8 mentioned: “I assisted the local tourism department in creating product placement videos for introducing seasonal tourism activities and included commercial links for travel tickets in the content”.
8 人提到："我协助当地旅游部门制作了介绍季节性旅游活动的产品植入视频，并在内容中加入了旅游门票的商业链接"。

This study significantly contributes to understanding travel influencers in China. Most local travel influencers from emerging destinations are micro-influencers with less than 100,000 followers (Campbell & Farrell, 2020). Microinfluencers are the largest group of influencers and are known to be geographically loyal to their locality and competitive in promoting local products or services. Micro-influences also contribute to half of the influencer marketing market in China (Gómez, 2019; Ling, 2019; Mai, 2020). In addition, influencer following positions local travel influencers as key opinion leaders or role model in displaying emerging or unknown tourism destinations (Barbe et al., 2020; Simeone et al., 2014), (also known as building destination image) (Gholamhosseinzadeh et al., 2021; Peralta, 2019; Xu & Pratt, 2018), affecting tourists’ revisitation, promoting tourism consumption (Emerging communication, 2022; Hsiu-Yuan, 2012; Langer, 2022), and obtaining tourists’ feedback on behalf of local tourism stakeholders (Hochman & Manovich, 2013; Qian & Heath, 2019). These study’s findings also concur with previous research that states that influencers with a large following emerge as leaders among their audiences (Asan, 2022; Gómez, 2019). However, although local travel influencers still emphasize the number of followers as an indicator of their influence, they place greater emphasis on their own geographical and cultural characteristics of content creation and sharing.
本研究为了解中国的旅游影响者做出了重要贡献。大多数新兴目的地的本地旅游影响者都是粉丝数少于 100,000 的微观影响者（Campbell & Farrell，2020 年）。众所周知，微影响力是影响力最大的群体，他们在地域上忠于当地，在推广当地产品或服务时具有竞争力。微影响力也占据了中国影响力营销市场的半壁江山（Gómez，2019；Ling，2019；Mai，2020）。此外，影响者关注将当地旅游影响者定位为展示新兴或未知旅游目的地的关键意见领袖或榜样（Barbe 等人，2020 年；Simeone 等人，2014 年），（也称为建立目的地形象）（Gholamhosseinzadeh et al、2021；Peralta，2019；Xu & Pratt，2018），影响游客重游，促进旅游消费（Emerging communication，2022；Hsiu-Yuan，2012；Langer，2022），并代表当地旅游利益相关者获得游客反馈（Hochman & Manovich，2013；Qian & Heath，2019）。这些研究结果也与之前的研究结果一致，即拥有大量追随者的影响者在其受众中成为领导者（Asan，2022；Gómez，2019）。然而，尽管本地旅游影响者仍然强调追随者数量是衡量其影响力的指标，但他们在内容创作和分享方面更强调自身的地理和文化特点。
Secondly, there were five dimensions of motivations driving local travel influencers to create content, including displaying local expertise, seeking social recognition and validation, embracing localism and community engagement, demonstrating a sense of responsibility and motivating tourists. Some of these motivations are consistent with the previous studies on influencers’ motivations, such as seeking social recognition (Langner et al., 2013), community engagement (Asan, 2022; Wang et al., 2012), and motivating tourists (Ay et al., 2019; Yılmaz et al., 2020). But two dimensions, displaying local expertise, and exhibiting a sense of responsibility are unique to this study. These two dimensions emphasise the cultural identity and geographical characteristics of travel influencers who are local influential role models in the regional tourism community and maybe connected to the collective spirit in the context of Chinese culture. Chinese individuals prioritize their duties over their rights when their cultural identity is activated (Hong et al., 2001). These unique dimensions also support the need to explore the experiences of social media influencers in different cultural settings concurrent with previous literature (Yılmaz et al., 2020). Although, previous literature overly emphasizes quantitative aspects of influencers’ influence, such as follower numbers, likes, reposts, and clicks (De Veirman et al., 2017; Gómez, 2019; Uzunoğlu & Kip, 2014), the “perfect number” may not reflect an influencer’s impact (Brown & Hayes, 2008). Thus a qualitative evaluation could aid tourism stakeholders gain an in-depth understanding of influencers’ motivations and characteristics (Audrezet et al., 2020; Liljander et al., 2015).
其次，地方旅游影响者创作内容的动机有五个方面，包括展示地方专长、寻求社会认可和验证、拥抱地方主义和社区参与、展示责任感和激励游客。其中一些动机与之前关于影响者动机的研究一致，如寻求社会认可（Langner 等人，2013 年）、社区参与（Asan，2022 年；Wang 等人，2012 年）和激励游客（Ay 等人，2019 年；Yılmaz 等人，2020 年）。但是，在本研究中，有两个维度是独一无二的，即展示当地专长和责任感。这两个维度强调了旅游影响者的文化身份和地域特征，他们是当地旅游界有影响力的榜样，可能与中国文化背景下的集体精神有关。当中国人的文化认同被激活时，他们会将义务置于权利之上（Hong 等人，2001 年）。这些独特的维度也支持了探索不同文化背景下社交媒体影响者经验的必要性，这与之前的文献是一致的（Yılmaz 等人，2020 年）。尽管以往的文献过分强调影响者影响力的量化方面，如追随者数量、点赞、转帖和点击量（De Veirman 等人，2017 年；Gómez，2019 年；Uzunoğlu & Kip，2014 年），但 "完美数字 "可能无法反映影响者的影响力（Brown & Hayes，2008 年）。因此，定性评估有助于旅游业利益相关者深入了解影响者的动机和特点（Audrezet 等人，2020 年；Liljander 等人，2015 年）。
Thirdly, local travel influencers’ competencies include advanced creation skills, cultural understanding and appreciation, effective communication and interpersonal skills, industry-specific knowledge, personal branding, and storytelling. Such skills indicate local amateur travel influencers’ eagerness to professionalize both their content production and cultural tourism appreciation to produce more attractive and high-quality content for their own sustainability. In fact, with an annual growth rate of $53\mathrm{\%}$$53\mathrm{\%}$53%53 \% in travel influencers, the average lifecycle of Chinese social media influencers ranges from three to five months (Xinbang, 2020). Moreover, the top-level influencers from MCN institutions accounted for $70\mathrm{\%}$$70\mathrm{\%}$70%70 \% of influencer market shares in China (Sina M., 2020). Micro influencers must forge on with content innovation and creativity, multiple platform operations and extend their professional careers to maintain “freshness and attractiveness” (Xinbang, 2020). In the literature, attribute-value content is also recognized as more effective than simple recommendation messages in influencing tourists’ perceptions and intentions (Kapoor et al., 2022).
第三，本地旅游影响者的能力包括先进的创作技能、文化理解和鉴赏能力、有效的沟通和人际交往能力、行业特定知识、个人品牌塑造和讲故事能力。这些技能表明，本地业余旅游影响者渴望在内容制作和文化旅游鉴赏两方面实现专业化，以制作更具吸引力和高质量的内容，实现自身的可持续发展。事实上，随着旅游影响者的年增长率 $53\mathrm{\%}$$53\mathrm{\%}$53%53 \% ，中国社交媒体影响者的平均生命周期为三到五个月（新榜，2020）。此外，来自 MCN 机构的顶级影响者占中国影响者市场份额的 $70\mathrm{\%}$$70\mathrm{\%}$70%70 \% （Sina M.，2020）。微影响者必须不断进行内容创新和创意、多平台运营，并延长其职业生涯，以保持 "新鲜感和吸引力"（Xinbang，2020）。在文献中，属性价值内容也被认为比简单的推荐信息更能有效影响游客的认知和意向（Kapoor 等，2022 年）。
Fourthly, local travel influencers experience challenges in creating unique and engaging content while staying true to their personal value and identity, monetizing content, adjusting to restrictions resulting from the COVID-19 pandemic, competing with homogenous content and completing workloads. Similar challenges were established by other researchers, such as staying authentic when producing content (Wellman et al., 2020), monetizing content (Glatt, 2021; Goanta & Ranchordás, 2020), adapting to the COVID-19 pandemic restrictions (Femenia-Serra et al., 2022; Pinho et al., 2021), homogenous content (Duffy, 2015; Ziyi, 2020), and work overload (Yilmaz et al., 2020). Local travel influencers expressed their wish for the local tourism sector to draft supportive policies to guide and better integrate them into local tourism communities. Such challenges also reflect the competitive nature of China’s travel influencer market, where there were 100 thousand full-time travel influencers in 2021 with an average iteration time ranging from three to five months (Worker Daily, 2021; Xinbang, 2020).
第四，本地旅游影响者在创造独特、吸引人的内容时，在忠实于个人价值和身份、实现内容货币化、适应 COVID-19 大流行带来的限制、与同质化内容竞争以及完成工作量等方面面临挑战。其他研究人员也提出了类似的挑战，如在制作内容时保持真实性（Wellman 等人，2020 年）、内容货币化（Glatt，2021 年；Goanta & Ranchordás，2020 年）、适应 COVID-19 大流行的限制（Femenia-Serra 等人，2022 年；Pinho 等人，2021 年）、同质化内容（Duffy，2015 年；Ziyi，2020 年）和超负荷工作（Yilmaz 等人，2020 年）。当地旅游影响者表示希望当地旅游部门起草支持性政策，引导他们更好地融入当地旅游社区。这些挑战也反映了中国旅游影响者市场的竞争性质，2021 年中国有 10 万名全职旅游影响者，平均迭代时间为 3 至 5 个月（《工人日报》，2021 年；新榜，2020 年）。
Finally, tourism marketing experiences of local travel influencers currently collaborate with local tourism authorities and official publicity channels to build a local multi-layer media matrix mainly by providing original and excellent content materials, co-creation of official tourism promotional films, and promoting and selling tourism products or tourism
最后，地方旅游影响者的旅游营销经验，目前主要通过提供原创优秀内容素材、共同制作官方旅游宣传片、推广销售旅游产品或旅游产品等方式，与地方旅游主管部门和官方宣传渠道合作，构建地方多层次媒体矩阵。
packages through live-streaming e-commerce. Selling tourism products or services through live-streaming e-commerce and co-creation of tourism promotional content are crucial travel influencer marketing strategies for showcasing destination attributes and achieving substantial monetization in China (36Kr, 2020; Gemar et al., 2019; Gustafsson & Khan, 2017). One unique aspect of this study, its focus on local travel influencers providing high-quality and original content for local tourism authorities and official publicity channels, could help in building a comprehensive multi-layer media matrix for destination promotion. Local travel influencers could also be acknowledged by local officials as important sources of tourism information, particularly for little-known destinations with limited sources of tourism communication media content. Moreover, such collaborations are an effective channel for showcasing local social identity and maintaining interactions between local travel influencers and tourism stakeholders.
通过电商直播销售旅游产品或服务，以及共同创造旅游宣传内容，是在中国展示目的地特质和实现可观货币化的重要旅游影响力营销策略（36Kr）。在中国，通过电商直播销售旅游产品或服务以及共同创作旅游宣传内容是展示目的地属性并实现实质性货币化的重要旅游影响者营销策略（36Kr，2020；Gemar 等，2019；Gustafsson & Khan，2017）。本研究的一个独特之处在于，它关注为当地旅游部门和官方宣传渠道提供高质量原创内容的本地旅游影响者，这有助于为目的地推广建立一个全面的多层次媒体矩阵。当地旅游影响者还可以被当地官员视为重要的旅游信息来源，尤其是对于旅游传播媒体内容来源有限的鲜为人知的目的地而言。此外，这种合作也是展示当地社会特性、保持当地旅游影响者与旅游利益相关者之间互动的有效渠道。
These research findings are also beneficial to tourism boards, marketers and other stakeholders that intend to use travel influencer marketing strategy to foster successful collaborations, particularly for small or emerging tourism destinations with limited online exposure.
这些研究结果也有利于旅游局、营销人员和其他利益相关者利用旅游影响者营销战略促进成功合作，特别是对于网络曝光有限的小型或新兴旅游目的地。
Local governments and tourism authorities can design and implement appropriate policies and strategies based on motivations of local travel influencers. Such policies will in turn encourage local influencers to create more culturally sensitive and authentic content that builds a distinctive destination image and provides valuable information to potential tourists. Local travel influencers can utilise their local expertise to create content that resonates with potential tourists by highlighting local culture, heritage, and attractions in their places. In the Chinese context, cultural responsibility and collective values could inspire local tourism stakeholders to create campaigns and initiatives that tailor deep connections with influencers. Furthermore, such collaborations could potentially foster a sense of local tourism community and pride and assist regional tourism authorities in facilitating sustainable and authentic local tourism development.
地方政府和旅游部门可以根据当地旅游影响者的动机，设计并实施适当的政策和战略。这些政策反过来又会鼓励当地旅游影响者创作更多具有文化敏感性和真实性的内容，从而建立独特的目的地形象，并为潜在游客提供有价值的信息。当地的旅游影响者可以利用他们在当地的专业知识，通过突出当地的文化、遗产和景点，创作出能与潜在游客产生共鸣的内容。在中国，文化责任和集体价值观可以激励当地旅游利益相关方开展活动和倡议，与有影响力的人建立深厚的联系。此外，这种合作有可能促进当地旅游社区意识和自豪感，并帮助地区旅游当局促进可持续的、真实的当地旅游业发展。
Secondly, the study emphasized the importance of comprehensive competence. Most local travel influencers are born from amateur creators, but they are aware of the importance of “professionalization” in their sustainable development. Tourism organisations and businesses can help enhance their comprehensive abilities through training programs, workshops, and local influencers’ networking opportunities, which would in turn improve the content quality and overall effectiveness of local travel influencer marketing events.
其次，研究强调了综合能力的重要性。大多数本地旅游影响者都是业余创作者出身，但他们也意识到 "专业化 "对其可持续发展的重要性。旅游组织和企业可以通过培训项目、研讨会和本地旅游达人的交流机会来帮助提升他们的综合能力，进而提高本地旅游达人营销活动的内容质量和整体效果。
Thirdly, local travel influencers were faced with challenges such as authenticity, monetization and work overload. Based on such information, the local government and private sectors could offer local travel influencers substantial support and resources for instance by actively participating in local influencers’ initiatives and creating a conducive environment for local influencers to thrive and contribute to local tourism development.
第三，本地旅游影响者面临着真实性、货币化和工作负担过重等挑战。根据这些信息，当地政府和私营部门可以为当地旅游影响者提供大量支持和资源，例如积极参与当地旅游影响者的倡议，为当地旅游影响者创造有利环境，使其茁壮成长并为当地旅游业发展做出贡献。
Lastly, local travel influencers’ tourism marketing experiences offer valuable insights and lessons on effective tourism marketing strategies to tourism stakeholders. Collaborations with influencers to create unique content and utilize livestreaming e-commerce can boost the success of marketing a destination’s attributes, tourism products and service sales. However, tourism stakeholders should be cautious when collaborating with local travel influencers in the trends of livestreaming e-commerce by ensuring that local tourism values and authenticity are not compromised in the pursuit of direct economical revenues and audience reach. Tourism authorities and stakeholders should be aware of the potential risks of over relying on travel influences during marketing campaigns, which might negate the voice and influence of official publicity channels. It is crucial to maintain a balanced and diverse marketing strategy by integrating local travel influencers’ local knowledge, cultural identity, and personal branding, with innovative marketing approaches. Future research should emphasize the positive social effects of tourism attributed to travel influencers that extend beyond marketing the destination to developing a new destination or new tourism products, and supporting travel community culture.
最后，当地旅游影响者的旅游营销经验为旅游业利益相关者提供了有效旅游营销战略的宝贵见解和经验。与旅游影响者合作创造独特的内容并利用直播电子商务，可促进目的地特质、旅游产品和服务销售的成功营销。然而，旅游利益相关者在与当地旅游影响者合作时应谨慎对待直播电子商务的发展趋势，确保在追求直接经济收入和受众覆盖率的同时不损害当地旅游价值和真实性。旅游当局和利益相关方应意识到在营销活动中过度依赖旅游影响力的潜在风险，这可能会否定官方宣传渠道的声音和影响力。通过整合当地旅游影响者的本地知识、文化特性和个人品牌，并采用创新的营销方法，保持平衡和多样化的营销策略至关重要。未来的研究应强调旅游影响者对旅游业产生的积极社会效应，这些效应不仅包括目的地营销，还包括开发新的目的地或新的旅游产品，以及支持旅游社区文化。

This study employed the social exchange theory to understand the content creation and sharing experiences of local travel influencers in Meishan City, China. Our findings concur with previous literature on social media influencers that demonstrates that local travel influencers, tourists, and local tourism stakeholders can engage in a reciprocal exchange of tangible and intangible resources (Lambe et al., 2001). Such exchange of resources can promote sustainable tourism development. Furthermore, this study supports the view that exploring the categorization of benefits and costs among different types of social media influencers and their followers (Ouvrein et al., 2021), can provide valuable insights into niche influencer marketing and enhance our understanding of social exchange in diverse influencer-follower and influencer-stakeholder relationships. Specifically, five major themes are identified for describing the content creation and sharing experiences of local travel influencers in this study, including serendipity, motivations, competence, challenges and expectations, and tourism marketing experiences. The results indicated that being a local travel influencer is an emerging occupation requiring comprehensive competence in special social and cultural contexts. Additionally, necessary supportive policies from the local tourism community can help transform local travel influencers into sustainable
本研究采用社会交换理论来了解中国眉山市本地旅游影响者的内容创作和分享经验。我们的研究结果与以往有关社交媒体影响者的文献相吻合，这些文献表明，当地旅游影响者、游客和当地旅游利益相关者可以进行有形和无形资源的互惠交换（Lambe 等人，2001 年）。这种资源交换可以促进旅游业的可持续发展。此外，本研究还支持这样一种观点，即探索不同类型的社交媒体影响者及其追随者之间的收益和成本分类（Ouvrein 等人，2021 年），可为利基影响者营销提供有价值的见解，并加深我们对影响者-追随者和影响者-利益相关者关系中的社会交换的理解。具体而言，本研究确定了五大主题来描述本地旅游影响者的内容创作和分享经验，包括偶然性、动机、能力、挑战和期望以及旅游营销经验。研究结果表明，本地旅游影响者是一种新兴职业，需要在特殊的社会和文化背景下具备综合能力。此外，当地旅游界必要的支持政策也有助于将当地旅游影响者转变为可持续发展的旅游者。
development, because their initial popularity of them is generally serendipitous and they need to deal with many challenges. Finally, the study revealed that local travel influencers are a significant liaison between tourists, destinations, and the local tourism community through reciprocal collaborations with different tourism stakeholders, including building a local multi-layer media matrix, co-creating promotional content and live-streaming e-commerce. This study provides insights for tourism stakeholders to understand the local travel influencers, which can help promote the integration of regional tourism community development and local influencer networks.
因为他们最初受到欢迎一般都是偶然的，他们需要应对许多挑战。最后，研究发现，通过与不同旅游利益相关者的互惠合作，包括建立本地多层次媒体矩阵、共同创作宣传内容和电商直播等，本地旅游影响者是游客、旅游目的地和本地旅游社区之间的重要联络人。本研究为旅游利益相关者了解当地旅游影响者提供了启示，有助于促进区域旅游社区发展与当地影响者网络的融合。

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