A Convergent Study on the Impact Mechanism of Social Media Influencer's Traits on Users' Travel Intention in the Field

초록

The publicity of social media influencers plays a vital role in the promotion of the popularity of tourist destinations. This study combines the source attractiveness model, source reliability theory and flow theory to explore the role of social media influencer characteristics on users' concentration, happiness, physical presence, and flow experience when watching social media. And the impact on users' travel intention to the social media advertised places on the ground. Through the questionnaire survey, 558 valid samples were collected, and a structural equation model of the influence of the characteristics of social media influencers on users' flow experience and travel intention in the field was constructed, and the path analysis and the mediation effect test were carried out. This study found that the personal characteristics of social media influencers, including attractiveness, reliability, and popularity, significantly affect users' happiness, concentration, and immersion in viewing social media and promote users to have a flow experience. This in turn affects users' travel intention to the relevant scenic spots promoted on social media. This research has a certain practical reference value for developing tourism resources and enhancing tourism popularity by leveraging emerging communication forms in the new media environment, such as social media and the influencer effect.

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