Influencer Voices: Exploring How Recommendations Drive Tourism Intent

Social media influencers greatly impact travel intentions in today’s digital environment by providing authentic and engaging content. This study addresses the challenge of influencer marketing in the tourism industry, focusing on the critical role of aligning influencer choice with audience values. Research on the impact of influencers with travel intentions and effective advertising on the formation of followers’ travel intentions focuses on travel experiences, recommendations, and useful content. Research on 425 individuals following influencers for travel recommendations. Corresponding research introduces further variation, examining the impact of influencer and follower engagement. Furthermore, it examines the moderating effect of source credibility in influencer-led tourism, providing strategic insights for influencer marketing. The findings reveal positive interactions between influencers and viewers, significantly influencing consumers’ perceptions and travel intentions. This nuanced insight helps refine marketing strategies, increase engagement and optimise social media strategies in the dynamic digital age of tourism.