Exploration of the diversity of virtual influencers used as tourism ambassadors in South Korea

This study explores the diversity of virtual influencers used as tourism ambassadors. Using qualitative research methods, in-depth interviews with 27 tourism professionals were conducted from August in 2023 to January in 2024. Data analysis revealed four key themes: Visual Impact, Control Over Image and Messaging, Promotion of Unrealistic Beauty Standards, and Limited Diversity Representation. This study offers an in-depth perspective on how diversity is reflected in virtual influencers, how the diversity of virtual influencers is connected to the values of modern tourists. Findings have managerial implications for the development of strategies to improve diversity using virtual influencers in tourism.