Impact of Influencer Authenticity on Destination Visit Intentions Among Metro City Travelers
DOI:
https://doi.org/10.64137/31079423/IJEBMR-V2I2P107Keywords:
Influencer Credibility, Instagram Marketing, Tourist Decision-Making, SEM, e-WOM, IndiaAbstract
Purpose: This study aims to examine the impact of Instagram influencers’ credibility comprising trustworthiness, expertise, and attractiveness on tourists’ destination decision-making across major metropolitan cities in India. Design/methodology/approach: A quantitative research design was adopted using primary data collected from 397 respondents across Delhi, Mumbai, Hyderabad, Bengaluru, and Chennai. A structured questionnaire based on a 5-point Likert scale was used. Data were analyzed using SPSS and AMOS (Version 26), employing descriptive statistics, reliability analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). ANOVA was conducted to assess regional differences. Findings: Results indicate that all credibility dimensions significantly influence tourist decision-making: trustworthiness (β = 0.398, p < 0.001), expertise (β = 0.331, p < 0.001), and attractiveness (β = 0.276, p < 0.001). The second-order construct of influencer credibility shows the strongest effect (β = 0.621, p < 0.001), explaining 52.3% of variance (R² = 0.523). ANOVA results (F = 4.782, p = 0.001) confirm significant differences across cities. Research limitations/implications: The use of convenience sampling limits generalizability. Future studies may adopt longitudinal and probabilistic designs. Practical implications: Tourism marketers should prioritize credible influencers, emphasizing authenticity and expertise. Originality/value: This study integrates second-order SEM modeling and regional comparison, offering novel insights into influencer-driven tourism behavior in India.
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