Travel influencer credibility on Instagram affecting traveler's choosing destinations intention

Abstract

This research analyzes how the credibility of the Travel Influencer on Instagram affects the traveler's intention in choosing travel destinations. The analysis model was built based on the combination of theories: Heuristic-Systematic Model (HSM) and Theory of Reasoned Action (TRA). The model assumes that the content produced by the travel influencer is studied through two information processing routes: heuristic and systematic. It is proposed as a heuristic dimension: the influencer's reliability; and as a systematic dimension: the quality of the argument, where together they influence the credibility of the information. The model also verifies the direct relationship between credibility, image, subjective norms and attitude with the traveler's intention in choosing a tourist destination. The study uses the hypothetical-deductive method with a quantitative approach. 222 questionnaires were collected, distributed online via the Instagram platform, as respondents use social networks and travel influencers when choosing travel destinations. Structural equation modeling was used as data analysis technique. Among the results found, the heuristic and systematic routers act in the processing of the Travel Influencer's credibility, as well as the attitude, subjective norms and perceived image of the destination positively affecting the traveler's intention to choose travel destinations.

Keywords
Travel influencers; Instagram; Credibility; Heuristic-Systematic Model; Theory of Reasoned Action