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Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia

Social media influencer marketing is redefining the marketing strategies and has become a powerful tool therein. Social media travel influencers are common people who have social media channels or pages through which they shape their followers’ perceptions. This research study attempts to analyse th...

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Main Authors: Faisal, Mohammad, Dhusia, Devendra Kumar
Format: Article
Language:English
Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2022
Subjects:
Travel and state. Tourism
Social aspects. Social marketing
Social networks
Online Access:https://ir.uitm.edu.my/id/eprint/72372/1/72372.pdf
https://ir.uitm.edu.my/id/eprint/72372/
https://www.jthca.org/
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id my.uitm.ir.72372
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spelling my.uitm.ir.723722023-01-11T01:37:16Z https://ir.uitm.edu.my/id/eprint/72372/ Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia Faisal, Mohammad Dhusia, Devendra Kumar Travel and state. Tourism Social aspects. Social marketing Social networks Social media influencer marketing is redefining the marketing strategies and has become a powerful tool therein. Social media travel influencers are common people who have social media channels or pages through which they shape their followers’ perceptions. This research study attempts to analyse the credibility traits of social media travel influencers and the travel intent of tourists in Delhi and the National Capital Region. A structured questionnaire was designed and shared online to collect data. A total of 166 responses were received and only 100 are valid. This study utilised quota sampling for the selection of the sample, and data is analysed with the help of SmartPLS3 for measurement and structural model evaluation. The results disclose that expertise, intimate self-disclosures (ISDs), and trustworthiness have a significant effect on influencers’ credibility, while credibility and intimate self-disclosures (ISDs) have a significant direct effect on tourists’ travel intention. Moreover, trustworthiness also showed a significant indirect effect on tourists’ travel intention. These findings establish the importance of credibility traits and the mediating role of credibility between the traits and tourists’ travel intention. Marketers should consider the influencer’s expertise and credibility to select a travel influencer whose content is perceived as intimate and credible. Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2022-12 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/72372/1/72372.pdf Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia. (2022) Journal of Tourism, Hospitality and Culinary Arts, 14 (3). pp. 115-133. ISSN 1985-8914; 2590-3837 https://www.jthca.org/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Travel and state. Tourism
Social aspects. Social marketing
Social networks
spellingShingle Travel and state. Tourism
Social aspects. Social marketing
Social networks
Faisal, Mohammad
Dhusia, Devendra Kumar
Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia
description Social media influencer marketing is redefining the marketing strategies and has become a powerful tool therein. Social media travel influencers are common people who have social media channels or pages through which they shape their followers’ perceptions. This research study attempts to analyse the credibility traits of social media travel influencers and the travel intent of tourists in Delhi and the National Capital Region. A structured questionnaire was designed and shared online to collect data. A total of 166 responses were received and only 100 are valid. This study utilised quota sampling for the selection of the sample, and data is analysed with the help of SmartPLS3 for measurement and structural model evaluation. The results disclose that expertise, intimate self-disclosures (ISDs), and trustworthiness have a significant effect on influencers’ credibility, while credibility and intimate self-disclosures (ISDs) have a significant direct effect on tourists’ travel intention. Moreover, trustworthiness also showed a significant indirect effect on tourists’ travel intention. These findings establish the importance of credibility traits and the mediating role of credibility between the traits and tourists’ travel intention. Marketers should consider the influencer’s expertise and credibility to select a travel influencer whose content is perceived as intimate and credible.
format Article
author Faisal, Mohammad
Dhusia, Devendra Kumar
author_facet Faisal, Mohammad
Dhusia, Devendra Kumar
author_sort Faisal, Mohammad
title Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia
title_short Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia
title_full Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia
title_fullStr Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia
title_full_unstemmed Social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / Mohammad Faisal and Devendra Kumar Dhusia
title_sort social media travel influencers’ attributes and tourists’ travel intention: the role of source credibility / mohammad faisal and devendra kumar dhusia
publisher Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
publishDate 2022
url https://ir.uitm.edu.my/id/eprint/72372/1/72372.pdf
https://ir.uitm.edu.my/id/eprint/72372/
https://www.jthca.org/
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score 13.211869

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