The impact of social media influencers on tourists' decisions in choosing a tourist destination: A case study in Ho Chi Minh city

Abstract:

This study aims to explore and test the influence of social media influencer characteristics on tourists' decisions regarding destination choices in Ho Chi Minh City. Based on the Theory of Planned Behavior (TPB) and the Stimulus-Organism-Response (S-O-R) framework, the research model proposed suggests that factors such as expertise, content, social evidence, and personal characteristics act (Stimuli), influencing tourists' attitudes towards destinations (Organism), and ultimately leading to destination selection decisions (Response). The study uses a mixed methodology, with quantitative data collected from 259 domestic tourists in Ho Chi Minh City and analyzed using a PLS-SEM model. The results show that all stimuli have a positive influence on tourists' attitudes. Furthermore, tourists' attitudes play a crucial mediating role in the relationship between influencer characteristics and travel decisions. The findings from this study provide a theoretical and practical basis for developing destination marketing strategies through the role of influencers.