Influencer Marketing and Destination Visit Intention: The Interplay Between Influencer Type, Information Format, and Picture Color Hue

Destination marketing organizations often invite influencers to promote destinations, yet research on improving influencer endorsement efficacy through matching the influencer type and information content remains limited. This study explores how the match between influencer type and information format influences destination visit intention, with perceived expertise and intimacy as mediators and color hue as a moderator. Four scenario-based experiments revealed that consumers were more willing to visit a destination promoted by informer influencers using list-based information due to greater perceived expertise; by contrast, consumers preferred a destination promoted by entertainer influencers using narrative-based information due to higher perceived intimacy. Additionally, color hue moderated these effects: warm hues amplified positive responses to narratives by entertainer influencers, whereas cool hues enhanced responses to lists by informer influencers. These findings contribute to the tourism literature on influencer marketing and provide valuable insights into tailoring influencer marketing strategies to maximize their effectiveness.