Influencer marketing in the promotion of tourist destinations: mega, macro and micro-influencers

Organizations that manage the promotion of tourist destinations have incorporated influencer marketing in their promotional campaigns. The purpose of this study was to analyse the role of influencers in the travel decisions of Instagram users. More specifically, we aimed to analyse the variables that affect influencer credibility and intention to travel to a tourist destination, differentiating between influencers according to their number of followers. We have proposed and studied a model based on source credibility using a sample of 236 users. The model and its hypotheses were tested by structural equations with the PLS technique. The results reveal the importance of the relationship between attitude towards the post and attitude towards the destination. This research has implications of interest for both destination management organizations and travel influencers. In turn, the results obtained can support future research focused on travel influencer marketing.