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Effect Of Influencer Message Value On Destination Awareness, Image, And Travel Intentions, Shumaila Kashif, Maira Junejo, Farman Ali
Effect Of Influencer Message Value On Destination Awareness, Image, And Travel Intentions, Shumaila Kashif, Maira Junejo, Farman Ali
3rd IBA SBS International Conference 2024
Tourism is one of the fastest-growing sectors and destination competition is expanding by the day. Lately, Pakistan's tourist business has exploded, fueled by social media influencers' content creation. Hence the aim of this research is to understand how the influencer message value impact destination awareness, image, and travel intentions.
Data was collected through purposive sampling from 216 respondents via google forms. Analysis was performed on Smart PLS version 3.2.8. Results indicated that Influencer source attractiveness affected destination awareness, destination image and travel intention positively and significantly. It also showed that entertainment was affecting destination awareness and destination image positively and …