When social media meets destination marketing: the mediating role of attachment to social media influencer

Abstract

Purpose

This study aims to investigate the mediating role of attachment to social media influencer between authenticity and enjoyment and then travel intention while watching social media influencer video.

Design/methodology/approach

This study used the survey approach to collect responses from respondents who have watched the social media influencer video. Partial least squares structural equation modeling technique was applied for the data analysis.

Findings

The results indicated that authenticities positively impact tourist attachment to social media influencer, enjoyment and hence visit intention. Attachment to social media influencer mediates the relationships between authenticities and enjoyment.

Originality/value

This study proposes and examines the role of attachment to social media influencers as a mediator between authenticities and tourist responses, which provided meaningful theoretical and practical insights for the future research on social media influencers.

研究目的

本研究旨在调查网络红人依赖在真实性和享受之间的中介作用, 以及在观看网络红人视频时的旅行意愿。

设计/方法

本研究采用问卷调查方法, 收集观看网络红人视频的受访者的回答, 使用PLS结构方程模型技术进行数据分析。

研究结果

结果表明, 真实性对游客对网络红人的依赖、享受和参观意愿具有积极影响。网络红人依赖在真实性和享受之间起到中介作用。

创新性/价值

本研究提出并检验了网络红人依赖作为真实性和游客反应之间的中介角色, 为未来关于网络红人的研究提供了有意义的理论和实践基础。

Citation

Zhu, C., Fong, L.H.N., Liu, C.Y.N. and Song, H. (2023), "When social media meets destination marketing: the mediating role of attachment to social media influencer", Journal of Hospitality and Tourism Technology, Vol. 14 No. 4, pp. 643-657. https://doi.org/10.1108/JHTT-04-2022-0119