Exploring The Role of Social Media Influencers in Shaping Tourist Motivation for Rural Tourism
Exploring The Role of Social Media Influencers in Shaping Tourist Motivation for Rural Tourism

Author(s): Mahalakshmi S
Subject(s): Tourism
Published by: Transnational Press London
Keywords: Source authenticity; Social media user attitude; Motivation to visit; Influencer;
Summary/Abstract: Purpose: - Social media is a popular media platform used by influencers to promote rural destinations. In the present study, the interplay between social media influencer source authenticity, social media user’s attitude, and motivation to visit rural destinations In addition, it examines how the influencer following behavior of SoMe affects the relationships examined previously. Methodology: - Quantitative study was done by collecting data through an online questionnaire. The sample adopted for the study is convenient and judgment sampling. The sample size of the study is110. The data collected was treated using SPSS v23. The analysis performed on the data is descriptive statistics, exploratory factor analysis, correlation, and regression. Findings: - The result shows that SoMe users' attitudes were positively influenced by source authenticity, which in turn was positively correlated with their motivation to visit the rural destinations. In the study, Millennial SoMe users were examined for their use of SoMe influencer marketing to make recommendations for travel destinations. According to self-determination theory, SoMe influencers also moderated the consequences of subsequent behavior.

• Details
• Contents