The Impact of Social Media Influencer Attributes on Travel Intention: A Study of Pakistan's Tourism
Keywords:
Social Media Influencers, Tourism Pakistan, Travel Intention, Content Authenticity, Influencer Credibility, Destination MarketingAbstract
Background: This study investigates the impact of social media influencer attributes on the travel intentions of potential tourists to Pakistan.
Objectives: The purpose of this research is to quantitatively examine how two key influencer characteristics, credibility and content authenticity, directly impact the travel intentions of their followers towards Pakistan, offering actionable insights for destination marketing strategies.
Methods: A quantitative approach was employed, utilizing a structured online questionnaire distributed to 180 social media users familiar with travel content about Pakistan. Data was analyzed using linear regression to assess the predictive power of two key independent variables: influencer credibility and content authenticity, on the dependent variable, travel intention.
Results: The results demonstrate that both attributes are statistically significant positive predictors. However, content authenticity emerged as the substantially stronger driver, underscoring the modern traveler's prioritization of genuine and relatable narratives.
Implications: The findings offer actionable insights for destination marketing organizations, suggesting that collaborations with influencers who project trustworthiness and, more importantly, authentic experiences, are crucial for effectively boosting travel intention. This research provides empirical evidence to refine digital marketing strategies aimed at promoting tourism in emerging destinations like Pakistan.
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