What is it about?
This study aims to fill the gap in the current influencer marketing literature by analyzing the impact of social media influencers (SMIs) credibility on the domestic travel intentions of Egyptian millennials.An online questionnaire was distributed to a convenience sample of 581 Egyptian millennials to collect primary data. The results indicate that the three dimensions of a SMI’s credibility (trustworthiness, attractiveness, and expertise) have a positive impact on the domestic travel intentions of Egyptian millennials. Moreover, the findings point out that all of SMI’s credibility elements have a significant effect on domestic travel intentions except for SMI’s expertise, which is considered the credibility dimension least affecting the domestic travel intentions of Egyptian millennials.The findings of this study enrich the influencer marketing field in the context of tourism as well as help the destination management organizations (DMOs) and travel agencies select the most persuasive SMIs that can positively influence millennials' travel intentions, specifically in light of the current emphasis on integrating SMIs as one of their marketing techniques.
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Why is it important?
The findings of this study enrich the influencer marketing field in the context of tourism as well as help the destination management organizations (DMOs) and travel agencies select the most persuasive SMIs that can positively influence millennials' travel intentions, specifically in light of the current emphasis on integrating SMIs as one of their marketing techniques.
Perspectives
The findings of this study can help the marketers of DMOs and travel agencies in Egypt select the most persuasive SMIs that can positively influence Egyptian millennials' travel intentions. Marketers ought to priorities the selection of SMIs who possess characteristics such as attractiveness, trustworthiness, and expertise. SMIs who exhibit physical attractiveness, stylishness, and high standards of personal conduct are often regarded as great example of attractive influencers. Moreover, SMIs that transparently disclose their sponsored content on social media and also provide genuine feedback (both positive and negative) regarding the products and services they endorse in the tourism industry provide great examples of trustworthiness. Additionally, SMIs who have completed their education at tourism-related colleges and have gained over five years of work experience in the tourism sector, along with extensive travel within Egypt, are considered to possess a significant level of expertise. In the selection process of SMIs targeting Egyptian millennials, attractive influencers are the most effective influencers that should be considered by the travel marketers. While, expertise is the least element that SMIs should be selected upon.
Prof Dalia Mohammad Soliman
Helwan University
Read the Original
This page is a summary of: THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM, GeoJournal of Tourism and Geosites, June 2023, Asociatia de Geografie,
DOI: 10.30892/gtg.47234-1066.
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