نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران.
کلیدواژهها
عنوان مقاله English
نویسندگان English
With the expansion of influencer marketing in tourism, identifying content that enhances audience trust and visit intention has become crucial. This study examined how humorous and useful travel influencer content affected destination visit intention, emphasizing trust in the influencer and trust in the destination as mediators and destination–influencer congruence as moderator. In a survey design, data from 279 followers of travel influencers with Iran-related content were collected via convenience sampling. The questionnaire adapted scales from Guo et al. (2022), Nadlifatin et al. (2022), Chen et al. (2022), Li and Zhou (2023), and Belanche et al. (2021). Variance-based SEM showed both content types positively influenced visit intention and trust in the influencer; this trust increased destination trust and subsequent visit intention. Trust in the influencer significantly mediated both content effects, while trust in the destination mediated only some relationships; congruence moderation was unsupported. Combining humorous and useful content is recommended.
کلیدواژهها English
