Lu (Monroe) Meng , Yongyue Bie , Mengya Yang , Yijie Wang
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The effect of human versus virtual influencers: The roles of destination types and self-referencing processes
Social media influencers are increasingly recognized for their ability to influence tourists' decision-making processes. The emergent phenomenon of virtual influencers presents an unprecedented challenge to their human counterparts, reshaping the dynamics of the tourism industry. It remains a challenge to integrate various forms of destination advertising and harmonize the approaches of both human and virtual influencers to effectively attract tourists. This study addresses this gap by investigating the effectiveness of human and virtual influencers in endorsing natural versus cultural destinations. Adopting source credibility theory, we conduct five empirical studies. Our findings reveal that virtual influencers boost visit intentions for cultural destinations, while human influencers do so for natural destinations. Credibility and self-referencing play a serially mediating role in this process. Furthermore, this study explores the moderating role of tourists’ preference for uniqueness. This research offers valuable insights for tourism industry managers aiming to harness the power of virtual influencers effectively.
期刊介绍:
Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.