The formation of parasocial relationships in tourism social media: A rational and emotional trust‐building process

Abstract This study examines the effects of parasocial interactions on relationships and behavior in the context of tourism social media. Based on a dual process of trust formation, this study theorizes rational trust and emotional trust as part of a parasocial interaction process to explain the formation of this form of relationship. The study results ( N = 424) reveal that information characteristics and influencer characteristics are identified as critical predictors of rational trust and emotional trust by the respondents. Furthermore, trust amplifies parasocial relationships as well as increasing consequent trust behaviors, such as information adoption and word of mouth. This study thus contributes to the literature by illuminating how the trust‐building process forms parasocial relationships. Meanwhile, it also provides insights into the mechanism of parasocial relationship formation for theoretical researchers and has important implications for tourism social media administrators.