Research on the impact of social media influencers of Ganzi on travel intention: focused on the AIDA model = Research on the impact of social media influencers of Ganzi on travel intention: focused on the AIDA model

다국어 초록 (Multilingual Abstract)

In the tourism industry, advertisers are increasingly exploring support from social media influencers (SMIs) as a strategy to drive positive consumer response. Social media influencers are emerging as central players in media marketing, enhancing destination marketing effectiveness through their own generated messages or message distribution capabilities. Despite the growing interest in SMI, there is still limited understanding of how SMI influences consumers' travel intentions and the value of its marketing. Therefore, this study applied an extended AIDA model to examine the relationship between social media influencer characteristics, destination perceived trust, destination perceived attractiveness and tourist travel intentions. A total of 416 respondents who had watched the Ganzi and Liu Hong short video participated in the questionnaire. Using SPSS and
Smart PLS, the results showed that social media influencers' similarity, expertise, attractiveness, and authenticity had significant effects on consumers' destination perceived trust, destination perceived attractiveness, and perceived trust and perceived attractiveness are important antecedents of tourists' travel intentions. This paper provides detailed theoretical andmanagerial implications

목차 (Table of Contents)

• CONTENT
• ABSTRACT.........................................................................I
• CONTENT........................................................................III
• CONTENT OF TABLE..................................................VII
• CONTENT OF FIGURE..............................................VIII
• CHAPTER 1 INTRODUCTION...................................... 1
• 1.1 Background ............................................................................ 1
• 1.2 Purpose of Study.................................................................... 5
• 1.3 Research Procedure ................................................................6
• CHAPTER 2 LITERATURE REVIEW.......................... 7
• 2.1 Social Media Influencer（SMIs）........................................ 7
• 2.1.1 The Definition of SMIs................................................7
• 2.1.2 The Role of SMIs in tourism..................................... 10
• 2.2 The characteristics of SMIs..................................................13
• 2.2.1 The development of SMI characteristics research .....13
• 2.2.2 The characteristics of SMIs in this study...................15
• 2.3 Destination Perceived Trust................................................. 22
• 2.3.1 The Definition of Destination Perceived Trust..........22
• 2.3.2 Destination Perceived Trust in Tourism Research.... 24
• 2.4 Destination Perceived Attractiveness...................................26
• 2.4.1 The Definition of Destination Perceived Attractiveness26
• 2.4.2 Destination Perceived Attractiveness in Tourism
• Research...................................................................28
• 2.5 Travel Intention....................................................................30
• 2.5.1 The Definition of Travel Intention .............................30
• 2.5.2 Travel Intention in Tourism Research ....................... 31
• 2.6 AIDA model.........................................................................33
• 2.6.1 The Definition of the AIDA Model. .......................... 33
• 2.6.2 AIDA Model in Tourism Research ............................34
• CHAPTER 3 THEORETICAL FRAMEWORK AND
• HYPOTHESES.................................................................37
• 3.1 Theoretical Framework ........................................................ 37
• 3.2 Hypothetical Development...................................................40
• 3.2.1 The Relationship between Similarity of SMIs and
• Destination Perceived Trust、Destination Perceived
• Attractiveness...........................................................40
• 3.2.2 The Relationship between Expertise of SMIs and
• Destination Perceived Trust、Destination Perceived
• Attractiveness...........................................................42
• 3.2.3 The Relationship between Attractiveness of SMIs and
• Destination Perceived Trust、Destination Perceived
• Attractiveness...........................................................43
• 3.2.4 The Relationship between Authenticity of SMIs and
• Destination Perceived Trust、Destination Perceived
• Attractiveness...........................................................45
• 3.2.5 The Relationship between Destination Perceived Trust
• and Travel Intention.................................................47
• 3.2.6 The Relationship between Destination Perceived
• Attractiveness and Travel Intention.........................48
• IV
• CHAPTER 4 METHODOLOGY...................................51
• 4.1 Questionnaire Development.................................................51
• 4.1.1 The Operational Definition of characteristics of SMIs54
• 4.1.2 The Operational Definition of Destination Perceived
• Trust.........................................................................56
• 4.1.3 The Operational Definition of Destination Perceived
• Attractiveness...........................................................56
• 4.1.4 The Operational Definition of Travel Intention ................57
• 4.2 Study Location and Case Background ................................. 58
• 4.3 Sampling and Data Collection ............................................. 61
• 4.4 Data Analysis....................................................................... 63
• 4.4.1 Preliminary Analysis..................................................65
• 4.4.2 Demographic Analysis...............................................66
• 4.4.3 The Measurement Model...........................................66
• 4.4.4 The Structural Model.................................................68
• CHAPTER 5 RESULTS.................................................. 70
• 5.1 Demographic Profile ............................................................ 70
• 5.2 The Measurement Model..................................................... 72
• 5.3 The Structural Model........................................................... 75
• 5.3.1 Collinearity assessment..............................................75
• 5.3.2 Path coefficients and hypothesis verification results.76
• 5.3.3 R2 and Q2 assessment................................................. 77
• CHAPTER 6 CONCLUSION AND LIMITATION..... 80
• 6.1 Discussions...........................................................................80
• 6.2.1 Theoretical Implications............................................ 82
• 6.2.2 Practical Implications................................................ 84
• 6.2 Limitations and Future Research ......................................... 87
• REFERENCE................................................................... 89