A survey of 530 Australian customers measured how travel social media influencers (TSMIs) affected travel decisions in pre-purchase, purchase and post-purchase stages. Informativeness and persuasiveness of TSMIs significantly influence destination choice, while identification with the influencer plays a smaller role. TSMIs can generate involvement and outreach by aligning messaging with target consumers' attitudes and needs, including sharing post-visit experiences. Instagram, Facebook and TikTok are among the most influential platforms, with Instagram's visual capabilities particularly persuasive for destination appeal. Marketing that emphasizes informative and persuasive content can better sway travel choices.
It emerges that the informativeness and persuasiveness of TSMIs seems to significantly impact destination choice, while identification with the influencer plays a lesser role," says Dr. Pourazad, a senior lecturer in marketing at Flinders University's College of Business, Government and Law. "Lumped together, it appears that TSMIs can gather significant involvement and outreach by tapping into the attitudes and needs of target consumers, forming optimal engagement or partnerships by the right messaging-including post-visit experience sharing.
The reach of Instagram and other social media channel influencers has taken hold of the global travel business, with tourism operators and consumers seeking the best deals tailored to their budget and destination desires. As marketing spending and management focus switches to social channels, Flinders University's Dr. Naser Pourazad and colleagues asked 530 Australian customers how much their travel plans could be swayed by such influencers. Credit: Mariakray from Pixabay
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