بررسی نقش تاثیرگذاران بر قصد سفر دنبال‌کنندگان با نقش میانجی درک برند در بخش گردشگری

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشیار و عضو هیات علمی دانشکده حسابداری و مدیریت، دانشکدگان فارابی، دانشگاه تهران، قم، تهران

2 دانشجوی ارشد مدیریت فناوری اطلاعات، دانشکده مدیریت و حسابداری، دانشکدگان فارابی دانشگاه تهران، قم، ایران

10.48308/jbmp.2025.238994.1663

چکیده

در دنیای دیجیتال امروزی، اینفلوئنسر مارکتینگ به‌عنوان یکی از استراتژی‌های مهم بازاریابی در صنعت گردشگری شناخته می‌شود. اینفلوئنسرها نقش مهمی در شکل‌دهی به درک برند و تأثیرگذاری بر قصد سفر دنبال‌کنندگان دارد. این پژوهش با هدف بررسی تأثیر تجربه‌های سفر، توصیه‌های سفر و اثربخشی محتوای تولیدشده توسط اینفلوئنسرها بر درک برند و قصد سفر دنبال‌کنندگان انجام شده است . پژوهش حاضر از نظر هدف، کاربردی و از نظر روش، توصیفی-تحلیلی است. ابزار گردآوری داده‌ها از طریق پرسشنامه می‌باشد که از روایی و پایایی مناسب برخوردار است و با استفاده از مدل‌یابی معادلات ساختاری (SEM) در نرم‌افزار Smart PLS تحلیل شده‌اند. جامعه آماری شامل کاربران شبکه‌های اجتماعی علاقه‌مند به سفر بوده و نمونه‌گیری به روش نمونه‌گیری در دسترس انجام شد. نتایج پژوهش نشان داد که تجربه‌های سفر، توصیه‌های سفر و اثربخشی محتوای اینفلوئنسرها، تأثیر مثبت و معناداری بر درک برند دارند. همچنین، درک برند به‌عنوان یک متغیر میانجی، تأثیر این عوامل بر قصد سفر دنبال‌کنندگان را تقویت می‌کند. علاوه بر این اعتماد به اینفلوئنسرها و کیفیت محتوای تولیدشده نقش مهمی در افزایش انگیزه سفر و تعامل کاربران با برندهای گردشگری دارد. بر این اساس، برندهای گردشگری می‌توانند با همکاری مؤثر با اینفلوئنسرهای معتبر، استراتژی‌های بازاریابی دیجیتال خود را بهبود بخشیده و تأثیرگذاری بیشتری بر تصمیم‌گیری سفر مخاطبان داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Influencers on Followers’ Travel Intentions with the Mediating Role of Brand Perception in the Tourism Sector

نویسندگان [English]

  • Abolfazl Khosravi 1
  • Sareh Sadat Rahmani 2
  • Mohammad Reza Fathi 1
1 Associate Professor and Faculty Member of Accounting and Management Faculty, Farabi College, University of Tehran, Qom, Iran.
2 Master's student in Information Technology Management, Faculty of Management and Accounting, Farabi College, University of Tehran, Qom, Iran
چکیده [English]

In today’s digital world, influencer marketing is recognized as one of the key marketing strategies in the tourism industry. Influencers play a significant role in shaping brand perception and influencing followers' travel intentions. This study aims to examine the impact of influencers’ travel experiences, travel recommendations, and content effectiveness on followers’ brand perception and travel intention. The research is applied in nature and adopts a descriptive-analytical methodology. Data were collected using a questionnaire with confirmed validity and reliability, and analyzed through Structural Equation Modeling (SEM) using SmartPLS software. The statistical population consisted of social media users interested in travel, and convenience sampling was employed. The results indicate that travel experiences, travel recommendations, and influencer content effectiveness have a significant and positive impact on brand perception. Moreover, brand perception serves as a mediating variable that strengthens the influence of these factors on followers’ travel intention. Additionally, trust in influencers and the quality of generated content play a crucial role in enhancing travel motivation and user engagement with tourism brands. Accordingly, tourism brands can improve their digital marketing strategies and increase their impact on consumers’ travel decision-making by effectively collaborating with credible influencers.

کلیدواژه‌ها [English]

  • Influencers’ travel experiences
  • Influencers’ recommendations
  • Influencer-generated content
  • Brand perception
  • Followers’ travel intention

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