{"title":"The effectiveness of virtual versus human influencer marketing for tourism destinations","authors":"Janet Hernández-Méndez, Nisamar Baute-Díaz, Desiderio Gutiérrez-Taño","doi":"10.1177/13567667241276212","DOIUrl":null,"url":null,"abstract":"The organisations that manage tourism destinations are increasingly working with influencers in their promotional campaigns. Our research analyses how effective the promotion of a destination is according to the type of influencer: human or virtual. We used a design of experiments approach in which 954 participants from generations Y and Z looked at posts of tourism destinations created by the two types of influencers on Instagram. The results suggest that source credibility, parasocial interaction, attitude towards the post and attitude towards the destination are antecedents, direct or indirect, of intention to travel to the destination and to recommend it. The results show that both types of influencers are effective at promoting the destinations, although it was also confirmed that a human influencer is more effective at promoting a destination than a virtual one. Therefore, this study has practical implications for tourism organisations.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2024-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Vacation Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/13567667241276212","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
The organisations that manage tourism destinations are increasingly working with influencers in their promotional campaigns. Our research analyses how effective the promotion of a destination is according to the type of influencer: human or virtual. We used a design of experiments approach in which 954 participants from generations Y and Z looked at posts of tourism destinations created by the two types of influencers on Instagram. The results suggest that source credibility, parasocial interaction, attitude towards the post and attitude towards the destination are antecedents, direct or indirect, of intention to travel to the destination and to recommend it. The results show that both types of influencers are effective at promoting the destinations, although it was also confirmed that a human influencer is more effective at promoting a destination than a virtual one. Therefore, this study has practical implications for tourism organisations.
管理旅游目的地的机构越来越多地在其宣传活动中与有影响力的人合作。我们的研究分析了不同类型的影响者（人类或虚拟影响者）对旅游目的地的宣传效果有多大影响。我们采用了一种实验设计方法，让来自 Y 代和 Z 代的 954 名参与者在 Instagram 上查看这两类影响者发布的旅游目的地帖子。结果表明，来源可信度、寄生社交互动、对帖子的态度和对目的地的态度是直接或间接影响旅游目的地旅游意向和推荐意向的前因。研究结果表明，两种类型的影响者都能有效地推广目的地，不过也证实了人类影响者比虚拟影响者更能有效地推广目的地。因此，这项研究对旅游组织具有实际意义。
期刊介绍：
Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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