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

Document Type : Original Article

Authors

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

10.48308/jbmp.2025.238994.1663

Abstract

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.

Keywords

References

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History

  • Receive Date: 01 March 2025
  • Revise Date: 03 May 2025
  • Accept Date: 03 May 2025

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