The role of influencers and social comparison in shaping travel intentions

Purpose This study draws on social influence and social comparison theories to investigate the effect of social media influencers on intention to visit with the mediating role of upward social comparison. It studies the reasons underlying people's intention to visit a destination from an emotional perspective. Design/methodology/approach PLS-SEM models were applied to a total of 527 responses. Findings This study provides empirical evidence supporting the Source Credibility Model's elements within the context of influencer marketing and travel intentions. Furthermore, it expands the current knowledge of upward social comparison emotions by reporting that upward contrastive emotions would partially mediate the relationship between expertise and intention to visit, and that upward assimilative emotions would fully mediate the relationship between attractiveness and intention to visit while partially mediating the relationship between trustworthiness and expertise and intention to visit. Practical implications The article adds new insights to tourism marketing as well as helps both destination marketers and travel influencers. For marketers, it is advised to collaborate with credible influencers known for expertise and trustworthiness, leveraging their perspectives to rebuild travel confidence and reassure tourists about safety measures. Travel influencers are recommended to convey their intrinsic passion and enthusiasm through their posts to create an inspiring connection with the audiences. Originality/value This paper is the first to address the relationship between travel influencers and intention to visit with the mediation role of both positive and negative emotions.