The Intersection of Social Media, Influencer Attributes, and Travel Intentions: A Review of Research Trends

Abstract

Introduction: Increased use of social media in shaping consumers' behaviour has significantly influenced tourism marketing, and social media influencers (SMIs) have become significant drivers in the formation of destination images and travel plans. This review investigates the effects that specific influencer attributes—credibility, authenticity, and the quality of content—have on consumers' decision-making processes and the mediating psychological processes.

Methods: Systematic review of peer-reviewed academic literature between the period 2010 and 2024 in Scopus, Web of Science, and Google Scholar was conducted. Empirical and theoretical research on influencer marketing, digital tourist behaviour, and psychological models of persuasiveness were included in the review. The analysis employed the Theory of Planned Behaviour (TPB) and the Elaboration Likelihood Model (ELM).

Results: Results confirm that influencer credibility, relatability, and content consistency have significant effects on destination image and travel intention. These effects are mediated by the most important psychological processes of emotional engagement, FOMO (Fear of Missing Out), parasocial interaction, and social comparison. In addition, the existing literature focused primarily on Instagram without exploring other platforms such as TikTok and Pinterest, less researched destinations, and the application of nano-influencers.

Conclusions: This review highlights the need for more culturally diverse, ethically reflective, and methodologically varied research. It calls for increased focus on nano-influencers, long-term behavioural outcomes, and the integration of immersive technologies (AR/VR) and AI-generated content. Practical implications are outlined for marketers, tourism brands, and destination management organizations seeking to leverage influencer partnerships effectively and responsibly.