The impact of social media influencers’ characteristics on tourists’ travel intention: Examining the mediating role of attitude and parasocial interactions.

Authors

1 Full professor - Alzahra University

2 Full Professor of Marketing Management, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’I University Tehran, Iran.

3 PHD student in management student/ Allameh Tabataba'i university

Abstract

Background and Objective: With the growing role of social media influencers in the tourism industry, understanding the mechanisms of their impact on audience decisions is essential. This research aims to investigate the effect of influencer characteristics (such as credibility, attractiveness, and expertise) on the travel intention of Iranian tourists, focusing on the mediating role of attitude toward the influencer and parasocial interactions.

Methodology: This applied research was conducted using a descriptive-survey approach. Data was collected via an online questionnaire through convenience sampling from 384 followers of tourism influencers on Instagram. Structural Equation Modeling (PLS-SEM) was used for data analysis and hypothesis testing.

Findings: The results indicate that influencer characteristics have a significant positive impact on travel intention. This effect was confirmed through two key pathways: both by creating a positive attitude (path coefficient = 0.375) and by shaping parasocial interactions (path coefficient = 0.326). Specifically, characteristics such as credibility, similarity, and attractiveness were influential through the attitude pathway, while trust and expertise impacted travel intention through the parasocial interaction pathway.

Conclusion and Suggestions: This study demonstrates that influencers affect their audiences through two distinct channels: a cognitive channel (attitude) and an affective channel (parasocial interaction). It is recommended that destination marketers strategically select influences based on their campaign goals, focusing on attractiveness and credibility to foster a positive attitude, and on trust and expertise to build a sense of intimacy and a deeper connection with the audience.

Keywords

Tourism and hospitality marketing research
Volume 4, Issue 1 - Serial Number 6
Spring and Summer
July 2026
Pages 7-19

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