The Influence of Instagram Influencers Source Credibility towards Domestic Travel Intention

Abstract

The usage of social media influencers is growing in tourism, especially during the pandemic. This study examined the direct effects of Instagram influencers' source credibility on domestic travel intention. This study measured five dimensions of influencers' source credibility: attractiveness, trustworthiness, expertise, entertainment value, and similarity. A total of 283 responses were gathered. The study results indicate that social media influencers' attractiveness, trustworthiness, expertise and entertainment value significantly influence domestic travel intention. Moreover, the study discovered that social media influencers' entertainment value was the most important element perceived by Malaysian travellers to measure their travel intention within the country. This study's findings assist tourism policymakers and related tourism stakeholders in understanding the importance of social media influencers in generating tourism demand. This study also makes a unique contribution to product social marketing literature, with evidence highlighting how social media influencer source credibility may be used to increase domestic travel intention effectively.

Exploring the Impact of Consumer Trust and Perceived Risks on the Intentions to Purchase Overseas Travel Packages via Social Media in Thailand: an Application of the Fuzzy Set Delphi Method

“…The credibility of social media influencers has been identified as a critical factor influencing consumers' intentions. Studies have measured various dimensions of influencers' source credibility, including attractiveness, trustworthiness, expertise, entertainment value, and similarity, and their impact on consumer behaviour and purchase intentions [30]. Furthermore, the integration of social media channels, such as embedded social media channels, has been found to provide gratifications to users, influencing their satisfaction and purchase intentions [31].…”