Boosting travel desire through secure attachment: examining travel influencers’ impact via attachment and social comparison theories

Social media influencers are powerful in modern marketing. This paper explores how travel influencers act as attachment figures, sparking viewers' desire to visit new places. Based on attachment theory, strong attachment relationships enhance exploration willingness. A mixed-methods approach was used: qualitative research identified key dimensions of an attachment figure – sincerity, deservingness, personal attractiveness, and encouragement – that increase audience attachment security. Quantitative analysis showed these dimensions foster benign envy, which positively impacts visit intention, while reducing malicious envy. Overall, influencers who build trust and security with their audience can significantly boost destination and hotel promotions.