Biodigital Influencers in Tourism Marketing: A Social media Marketing System Analysis of Industry Practitioner Perspectives.

This article examines the impact of biodigital influencers—human-like, computer-generated personas—on tourism marketing within the social media marketing system (SMMS). Based on qualitative interviews with 55 international tourism professionals, the study reveals a spectrum of perceptions ranging from optimism about biodigitals’ potential to enhance engagement, personalization, and economic opportunities, to caution and scepticism concerning authenticity, ethical issues, and the possible loss of genuine human connection. While biodigital influencers offer advantages such as consistent branding, cost-effectiveness, and adaptability, concerns remain about transparency, trust, and regulatory frameworks. The findings suggest that tourism managers and marketers should strategically consider biodigital technologies as innovative tools, balancing technological adoption with ethical responsibility to ensure sustainable integration in tourism marketing.