IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN

Raja Tumati; Muaiyad Tariq Al Balushi; Bianca Zaloumis

doi:10.17261/Pressacademia.2026.2052

IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN

Abstract

Purpose– This study aims to analyse the impact of social media influencers (SMIs) on shaping travel choices: a case study of tourist destinations in the Sultanate of Oman. Methodology– This study employed a quantitative research approach to analyse variables and test concepts using statistical methods. A descriptive research design was used along with a simple random probability sampling technique to gather data from respondents. Data were collected from 182 participants using surveys. Findings- Instagram is the most popular social media (SM) site in Oman. The trustworthiness of SMIs is the primary reason people are motivated to follow them. The highest mean score (4.38) was noted for SMIs, who were better at promoting tourist destinations than other marketing techniques. The chi-square test results showed no clear link between the quality of content shared by SMIs and people's preferences for visiting tourist destinations. In addition, there is a connection between the similarity of SMIs and people's preferences for visiting tourist destinations. Finally, the results showed a significant correlation between SMI expertise, attractiveness, trustworthiness, and tourists’ choice to visit destinations in Oman. Conclusion– SMIs are effective in engaging target audiences, particularly young people, and they have the highest presence on social media, making them a valuable tool for promoting tourist destinations and achieving consistent growth in Oman’s tourism sector.

Keywords

References

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Details

Primary Language

English

Subjects

Social Marketing

Journal Section

Research Article

Authors

Raja Tumati ^*
0000-0002-2194-2924
Oman

Muaiyad Tariq Al Balushi This is me
0009-0005-6967-1341
Oman

Bianca Zaloumis This is me
0000-0002-9474-1103
Oman

Publication Date

June 30, 2026

Submission Date

June 11, 2026

Acceptance Date

June 30, 2026

Published in Issue

Year 2026 Volume: 13 Number: 1

DOI

https://doi.org/10.17261/Pressacademia.2026.2052

IZ

https://izlik.org/JA98PG35AN

Cite

RIS / Bibtex

APA

Tumati, R., Al Balushi, M. T., & Zaloumis, B. (2026). IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN. Journal of Management Marketing and Logistics, 13(1), 34-46. https://doi.org/10.17261/Pressacademia.2026.2052

AMA

1.Tumati R, Al Balushi MT, Zaloumis B. IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN. JMML. 2026;13(1):34-46. doi:10.17261/Pressacademia.2026.2052

Chicago

Tumati, Raja, Muaiyad Tariq Al Balushi, and Bianca Zaloumis. 2026. “IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN”. Journal of Management Marketing and Logistics 13 (1): 34-46. https://doi.org/10.17261/Pressacademia.2026.2052.

EndNote

Tumati R, Al Balushi MT, Zaloumis B (June 1, 2026) IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN. Journal of Management Marketing and Logistics 13 1 34–46.

IEEE

[1]R. Tumati, M. T. Al Balushi, and B. Zaloumis, “IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN”, JMML, vol. 13, no. 1, pp. 34–46, June 2026, doi: 10.17261/Pressacademia.2026.2052.

ISNAD

Tumati, Raja - Al Balushi, Muaiyad Tariq - Zaloumis, Bianca. “IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN”. Journal of Management Marketing and Logistics 13/1 (June 1, 2026): 34-46. https://doi.org/10.17261/Pressacademia.2026.2052.

JAMA

1.Tumati R, Al Balushi MT, Zaloumis B. IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN. JMML. 2026;13:34–46.

MLA

Tumati, Raja, et al. “IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN”. Journal of Management Marketing and Logistics, vol. 13, no. 1, June 2026, pp. 34-46, doi:10.17261/Pressacademia.2026.2052.

Vancouver

1.Raja Tumati, Muaiyad Tariq Al Balushi, Bianca Zaloumis. IMPACT OF SOCIAL MEDIA INFLUENCERS IN SHAPING TRAVEL CHOICES: A CASE OF TOURIST DESTINATIONS IN OMAN. JMML. 2026 Jun. 1;13(1):34-46. doi:10.17261/Pressacademia.2026.2052