Abstract:
Social media has transformed marketing strategies in the tourism industry, with
influencer marketing emerging as a powerful tool shaping travel behaviour among
younger generations. Despite its growing prominence, limited research has examined
the psychological mechanisms through which influencer characteristics affect
destination choice. This study addresses this gap by investigating how traits such as
trustworthiness, attractiveness, expertise, and content quality influence travel
decisions among millennial and Gen Z travellers in Sri Lanka. It further explores the
mediating roles of emotional engagement and brand image in this relationship.
Grounded in the Social Credibility Model, Stimulus-Organism-Response (S-O-R)
framework, and Theory of Planned Behaviour (TPB), the study adopts a quantitative
research design. Data were collected through a structured questionnaire administered
to 331 young social media users in Sri Lanka during the second quarter of 2025, using
a non-probability convenience sampling technique. The findings reveal that
influencer characteristics—particularly attractiveness and content quality play a
significant role in shaping destination choices. Among the examined attributes,
attractiveness had the strongest influence on travel intention, while content quality
demonstrated a positive but relatively weaker effect. Although the hypothesized
mediating roles of emotional engagement and brand image were partially supported,
emotional engagement showed a negative effect in certain contexts, suggesting a
complex dynamic in influencer-driven persuasion. The study contributes theoretically
by integrating multiple behavioural and psychological perspectives to explain how
digital influencers impact tourism decision-making. Practically, it provides valuable
insights for tourism marketers and Destination Management Organizations (DMOs),
underscoring the importance of selecting influencers who align with brand identity
and foster authentic engagement. A data-driven and psychologically informed
approach to influencer marketing is recommended to enhance resonance with young
travellers in the digital era.
