Abstract/Description
Tourism is one of the fastest-growing sectors and destination competition is expanding by the day. Lately, Pakistan's tourist business has exploded, fueled by social media influencers' content creation. Hence the aim of this research is to understand how the influencer message value impact destination awareness, image, and travel intentions.
Data was collected through purposive sampling from 216 respondents via google forms. Analysis was performed on Smart PLS version 3.2.8. Results indicated that Influencer source attractiveness affected destination awareness, destination image and travel intention positively and significantly. It also showed that entertainment was affecting destination awareness and destination image positively and significantly but the entertainment was insignificant to travel intention. Expertise was negatively affecting destination awareness but was positively affecting destination image and travel intention. Information value was significantly affecting destination awareness and destination image whereas, it was negatively affecting travel intention. Moreover, the similarity was negatively affecting destination awareness but significantly affecting destination image and travel intention. Furthermore, trustworthiness was affecting destination awareness but it was negatively insignificant to destination image and was positively significant to travel intention. Lastly, travel intention was positively affected by destination image and negatively insignificant to the destination image.
Track
Contemporary Issues in Marketing
Session Number/Theme
Session 3D: Digital Marketing
Session Chair
Dr. Talha Salam, Institute of Business Administration, Karachi
Session Discussant
Dr. Amber Gul, Sumayyah Khursheed, Dr. Farah Naz
Start Date/Time
24-6-2022 2:40 PM
End Date/Time
24-6-2022 3:00 PM
Location
Boardroom 3, Marriott Hotel, Karachi
Recommended Citation
Kashif, S., Junejo, M., & Ali, F. (2022). Effect of influencer message value on destination awareness, image, and travel intentions. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2022/program/49
Effect of influencer message value on destination awareness, image, and travel intentions
Boardroom 3, Marriott Hotel, Karachi
Tourism is one of the fastest-growing sectors and destination competition is expanding by the day. Lately, Pakistan's tourist business has exploded, fueled by social media influencers' content creation. Hence the aim of this research is to understand how the influencer message value impact destination awareness, image, and travel intentions.
Data was collected through purposive sampling from 216 respondents via google forms. Analysis was performed on Smart PLS version 3.2.8. Results indicated that Influencer source attractiveness affected destination awareness, destination image and travel intention positively and significantly. It also showed that entertainment was affecting destination awareness and destination image positively and significantly but the entertainment was insignificant to travel intention. Expertise was negatively affecting destination awareness but was positively affecting destination image and travel intention. Information value was significantly affecting destination awareness and destination image whereas, it was negatively affecting travel intention. Moreover, the similarity was negatively affecting destination awareness but significantly affecting destination image and travel intention. Furthermore, trustworthiness was affecting destination awareness but it was negatively insignificant to destination image and was positively significant to travel intention. Lastly, travel intention was positively affected by destination image and negatively insignificant to the destination image.
