The Influence of Social Media Influencers on Consumers’ Willingness to Travel
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Abstract
Integrating the perspectives of source credibility and narrative transmission, this study systematically explores how social media influencers (SMIs) can motivate consumers to visit cultural heritage destinations through personal traits and story-based content. Based on the combination and theoretical deduction of relevant literature at home and abroad, (1) when influencers are perceived as professional and credible, their credibility can be effectively transferred to the endorsed heritage sites, reducing risk perception and increasing the intention to visit. (2) Although perceived attraction can quickly capture attention, its persuasive effect depends on the value consistency between influencers and fans. (3) The narrative transmission triggered by story-based content can significantly amplify the above effects, so that the audience can have emotional resonance with the heritage narrative. (4) In addition, the interaction effect of high credibility and high narrative produces the most substantial increase in visitor intention. Based on this, this study proposes management implications for cultural authorities, destination marketing organizations, scenic spot managers, and influencers themselves, such as hierarchical cooperation, co-creation of narratives, immersive touchpoints, and credible markers, which provide a theoretical basis and practical path for the precision marketing and sustainable governance of cultural heritage tourism in the digital era.
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