THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM
This study aims to fill the gap in the current influencer marketing literature by analyzing the impact of social media influencers (SMIs) credibility on the domestic travel intentions of Egyptian millennials.An online questionnaire was distributed to a convenience sample of 581 Egyptian millennial...
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| Format: | Article |
| Language: | English |
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Editura Universităţii din Oradea
2023-06-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-2-2023/gtg.47234-1066.pdf |
| _version_ | 1797666822136266752 |
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| author | Marianne RAAFAT Nancy MONTASER Dalia SOLIMAN |
| author_facet | Marianne RAAFAT Nancy MONTASER Dalia SOLIMAN |
| author_sort | Marianne RAAFAT |
| collection | DOAJ |
| description | This study aims to fill the gap in the current influencer marketing literature by analyzing the impact of social media
influencers (SMIs) credibility on the domestic travel intentions of Egyptian millennials.An online questionnaire was distributed to a
convenience sample of 581 Egyptian millennials to collect primary data. The results indicate that the three dimensions of a SMI’s
credibility (trustworthiness, attractiveness, and expertise) have a positive impact on the domestic travel intentions of Egyptian
millennials. Moreover, the findings point out that all of SMI’s credibility elements have a significant effect on domestic travel
intentions except for SMI’s expertise, which is considered the credibility dimension least affecting the domestic travel intentions of
Egyptian millennials.The findings of this study enrich the influencer marketing field in the context of tourism as well as help the
destination management organizations (DMOs) and travel agencies select the most persuasive SMIs that can positively influence
millennials' travel intentions, specifically in light of the current emphasis on integrating SMIs as one of their marketing techniques. |
| first_indexed | 2024-03-11T20:04:04Z |
| format | Article |
| id | doaj.art-1004fbe849c540edaa8e3d12b3d0038f |
| institution | Directory Open Access Journal |
| issn | 2065-0817 |
| language | English |
| last_indexed | 2024-03-11T20:04:04Z |
| publishDate | 2023-06-01 |
| publisher | Editura Universităţii din Oradea |
| record_format | Article |
| series | Geo Journal of Tourism and Geosites |
| spelling | doaj.art-1004fbe849c540edaa8e3d12b3d0038f2023-10-04T07:19:27ZengEditura Universităţii din OradeaGeo Journal of Tourism and Geosites2065-08172023-06-0147265666310.30892/gtg.47234-1066THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISMMarianne RAAFAT0Nancy MONTASER1Dalia SOLIMAN2Helwan University, Tourism Studies Department, Faculty of Tourism and Hotel Management, Cairo, Egypt, e-mail: maryan.raafat.post@fth.helwan.edu.egHelwan University, Tourism Studies Department, Faculty of Tourism and Hotel Management, Cairo, Egypt, e-mail: nancy.montaser@fth.helwan.edu.egHelwan University, Tourism Studies Department, Faculty of Tourism and Hotel Management, Cairo, Egypt, e-mail: dalia.mohamed@fth.helwan.edu.egThis study aims to fill the gap in the current influencer marketing literature by analyzing the impact of social media influencers (SMIs) credibility on the domestic travel intentions of Egyptian millennials.An online questionnaire was distributed to a convenience sample of 581 Egyptian millennials to collect primary data. The results indicate that the three dimensions of a SMI’s credibility (trustworthiness, attractiveness, and expertise) have a positive impact on the domestic travel intentions of Egyptian millennials. Moreover, the findings point out that all of SMI’s credibility elements have a significant effect on domestic travel intentions except for SMI’s expertise, which is considered the credibility dimension least affecting the domestic travel intentions of Egyptian millennials.The findings of this study enrich the influencer marketing field in the context of tourism as well as help the destination management organizations (DMOs) and travel agencies select the most persuasive SMIs that can positively influence millennials' travel intentions, specifically in light of the current emphasis on integrating SMIs as one of their marketing techniques.https://gtg.webhost.uoradea.ro/PDF/GTG-2-2023/gtg.47234-1066.pdfsocial mediainfluencerscredibilitytravel intentionsmillennialsegyptdomestic tourism |
| spellingShingle | Marianne RAAFAT Nancy MONTASER Dalia SOLIMAN THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM Geo Journal of Tourism and Geosites social media influencers credibility travel intentions millennials egypt domestic tourism |
| title | THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM |
| title_full | THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM |
| title_fullStr | THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM |
| title_full_unstemmed | THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM |
| title_short | THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM |
| title_sort | impact of social media influencer s credibility on the travel intentions of the egyptian millennials applied to domestic tourism |
| topic | social media influencers credibility travel intentions millennials egypt domestic tourism |
| url | https://gtg.webhost.uoradea.ro/PDF/GTG-2-2023/gtg.47234-1066.pdf |
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