The impact of social media influencers on destination preferences: A cross-generation comparison

Özcan Zorlu; Tuğçe Candan

doi:10.48119/toleho.1229922

EN

The impact of social media influencers on destination preferences: A cross-generation comparison

Abstract

Social media has gradually transformed into a tool for tourism marketing because of its widespread use and its sales-oriented reflections on purchasing decisions. Hence, almost all tourism businesses and destination management organizations (DMOs) have initiated to attract potential tourists via social media or social media influencers (SMIs). Though more and more publications have emerged to draw attention to the significance of SMI on purchase decisions, the number of research focusing on SMIs effect on destination choice still needs to be furthered. From this point of view, this study aims to evaluate how social media influencers affect travellers’ preference for destinations across generations. The data was gathered from 137 followers who follow social media influencers and are over 18. In the study, percentage, frequency, mean, and standard deviation values were employed in the descriptive data analysis, while correlation analysis was used in the relationship measurement tests, and regression analysis was conducted in the hypothesis tests. As a result, it has been inferred that the perception levels of participants towards social media influencers vary across generations and that social media influencers are an essential determinant for destination preference. It has also been concluded that the effect of social media influencers on destination preference differs in the context of X, Y, and Z generations. Thus, this study makes considerably advances the literature by revealing the importance of generation-based social media marketing and emphasizing how SMIs could impact destination preferences.

Keywords

Social media, social media influencers, destination, generations

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Özcan Zorlu ^*
0000-0003-3533-1945
Türkiye

Tuğçe Candan
0000-0001-9250-5994
Türkiye

Early Pub Date

June 16, 2023

Publication Date

June 30, 2023

Submission Date

January 5, 2023

Acceptance Date

June 1, 2023

Published in Issue

Year 2023 Volume: 5 Number: 1

DOI

https://doi.org/10.48119/toleho.1229922

IZ

https://izlik.org/JA34NK66DP

APA

Zorlu, Ö., & Candan, T. (2023). The impact of social media influencers on destination preferences: A cross-generation comparison. Journal of Tourism Leisure and Hospitality, 5(1), 53-61. https://doi.org/10.48119/toleho.1229922

AMA

1.Zorlu Ö, Candan T. The impact of social media influencers on destination preferences: A cross-generation comparison. TOLEHO. 2023;5(1):53-61. doi:10.48119/toleho.1229922

Chicago

Zorlu, Özcan, and Tuğçe Candan. 2023. “The Impact of Social Media Influencers on Destination Preferences: A Cross-Generation Comparison”. Journal of Tourism Leisure and Hospitality 5 (1): 53-61. https://doi.org/10.48119/toleho.1229922.

EndNote

Zorlu Ö, Candan T (June 1, 2023) The impact of social media influencers on destination preferences: A cross-generation comparison. Journal of Tourism Leisure and Hospitality 5 1 53–61.

IEEE

[1]Ö. Zorlu and T. Candan, “The impact of social media influencers on destination preferences: A cross-generation comparison”, TOLEHO, vol. 5, no. 1, pp. 53–61, June 2023, doi: 10.48119/toleho.1229922.

ISNAD

Zorlu, Özcan - Candan, Tuğçe. “The Impact of Social Media Influencers on Destination Preferences: A Cross-Generation Comparison”. Journal of Tourism Leisure and Hospitality 5/1 (June 1, 2023): 53-61. https://doi.org/10.48119/toleho.1229922.

JAMA

1.Zorlu Ö, Candan T. The impact of social media influencers on destination preferences: A cross-generation comparison. TOLEHO. 2023;5:53–61.

MLA

Zorlu, Özcan, and Tuğçe Candan. “The Impact of Social Media Influencers on Destination Preferences: A Cross-Generation Comparison”. Journal of Tourism Leisure and Hospitality, vol. 5, no. 1, June 2023, pp. 53-61, doi:10.48119/toleho.1229922.

Vancouver

1.Özcan Zorlu, Tuğçe Candan. The impact of social media influencers on destination preferences: A cross-generation comparison. TOLEHO. 2023 Jun. 1;5(1):53-61. doi:10.48119/toleho.1229922

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