Home⇛LPU - Laguna Journal of International Tourism and Hospitality Management⇛vol. 5 no. 2 (2023)

The Effects of Social Media Influencers on Tourists’ Visit Intention: The Role of Parasocial Relationship

Tricia Mariz R. Albo | Psymone Scot E. Dungo | Kyle Adonis Gabriel

Discipline: social sciences (non-specific)

 

Abstract:

This study examines the impact of social media influencers on tourists' visit intentions, the tourism industry, and the potential applications of parasocial relationships. The findings will provide valuable insights for both tourism marketers and social media influencers. By integrating influencer marketing research into the tourism sector, this study contributes to the existing body of knowledge. The relationship between social media influencers and tourists was analyzed using the Stimulus-Organism-Response (SOR) framework to determine whether influencers significantly influence tourists' travel intentions. This framework helped clarify the study’s objectives and the broader implications of social media influencers on the travel and tourism industry. A descriptive research method was employed to collect data on the specified variables. This approach focused on documenting the characteristics of the target demographics rather than exploring causal relationships. The study also outlines the methodologies used to describe key variables and research objectives. The findings suggest that social media influencers play a crucial role in shaping tourists' visit intentions. Furthermore, the study identifies potential strategies to support the rapid growth of the tourism industry, providing insights into effective marketing practices. Ultimately, the research confirms that social media influencers can influence tourists' travel decisions.



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