Measuring the impact of social media influencers and digital marketing on tourist behavior in Jordan

Social media influencers have become important motivators shaping tourist attitudes and behaviors. This study analyzed how exposure to influencer content impacts key outcomes for the destination Jordan. A survey of tourists who visited Jordan in the past 3 years measured their perceptions of influencer credibility, content quality, awareness/interest, trust/engagement, general tourism behavior, and intentions to visit. Results of SEM analysis found significant positive effects of influencer marketing on both dimensions of tourist behavior. Awareness/interest and trust/engagement were most impactful, highlighting influencers' role in sparking early motivation. Content quality additionally predicted visit intentions by informing decisions. Perceived credibility made recommendations more persuasive. Findings provide theoretical validation of how influencers act as digital opinion leaders. Managerial implications suggest destinations should invest in influencer campaigns for reach and inspiration, while ensuring content quality. Overall, influencer marketing demonstrated significant persuasive appeal for potential tourists.