The travel influencer construct: An empirical exploration and validation

The social media influencer industry's rapid development offers the tourism field unprecedented opportunities to engage and communicate with travelers. This research endeavors to develop a travel influencer measurement scale by analyzing consumers' qualitative and quantitative data. The study identifies a measure of the travel influencer construct (TIC) and reveals its five dimensions: inspiration, authenticity, attractiveness, content expertise, and trustworthiness. Furthermore, the study applies a Bayesian methodology and implements it in a highly experiential tourism context. This research extends the social media influencer's attempts beyond brands and objects. The research not only highlights the TIC's theoretical contribution and pertinence, but also offers tourism scholars and practitioners an operational instrument. All these elements are useful when trying to understand followers' reactions to travel influencers. This work provides meaningful implications for tourism research and practice.