How Do Social Media Influencers Affect Travel Intentions to Zanzibar?
DOI:
https://doi.org/10.5281/zenodo.15740750Keywords:
Social media influencers, Travel intention, Source credibility, Structural equation modelling, ZanzibarAbstract
Tourism industry has become an easy target for destination marketing through Social Media Influencers (SMIs) with the emergence of social media platforms. SMIs generate information and content on these platforms that are considered credible and effective for potential travellers, compared to websites and other tourism operators. The objective of this research is to examine the effect of information shared by SMIs on consumers’ travel decision-making. A study model was suggested to illustrate the relationships between Trust in SMIs, Source Credibility and Travel Intention which was then examined using Partial Least Squares Structural Equation Modelling. The survey included 360 social media users from Generations Y and Z in Zanzibar. The study found significant relationships between source credibility and trust in SMIs and travel intention. It also identified moderating effects between marital status, trust in SMIs, source credibility, and travel intention, except for age and gender. The study’s results provide valuable insights for tourism marketers and SMIs, assisting in the development of effective advertising and communication strategies to attract more tourists to Zanzibar. The study suggests collaboration between tourism marketers and SMIs, with an emphasis on incorporating content that adds value to their followers.
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