L’Impact du Marketing d’Influence sur la Communication Hôtelière Cas de l’Hôtel Renaissance Tlemcen

Abstract

This research examines the impact of integrating influencer marketing into hotel communication, focusing on the case study of the Renaissance Tlemcen Hotel. The objective is to measure the extent to which the perceived characteristics of influencers—engagement, credibility, and attractiveness—positively influence the establishment's brand awareness, brand image, and booking intentions. To achieve this, a quantitative approach was adopted, combining a questionnaire administered to 70 hotel guests with a comparative analysis of the property's Instagram statistics before and after a collaboration with the influencer Chef Hadjer. The findings reveal that all three research hypotheses are confirmed, with credibility emerging as the most decisive lever for brand image. Furthermore, the collaboration with the influencer generated a highly significant increase in views and interactions on Instagram, concretely demonstrating the power of influencer marketing as a strategic communication tool for the Algerian luxury hospitality sector.