The effects of cognitive perception and destination trust on intention to visit: The moderating role of social media influencers

The purpose of this study is to reveal a deeper understanding of the relationship between cognitive perception (CP), destination trust (DT), and intention to visit (IV) in terms of demonstrating the effects of tourists’ CP on DT and the moderating role of social media influencers (SMIs) in this interaction. The data of the study were collected from 335 participants via an online questionnaire. The research model was tested with AMOS (a structural equation modelling program). As a result, it is revealed that tourists’ CP is an essential predictor for DT, and the DT of tourists triggers the IV with perception about SMIs. However, SMIs do not moderate the interaction between CP and DT, while SMIs positively affect the DT. This study extends the literature on SMI in tourism by demonstrating the pivotal role of social media influencers in shaping travel motivation, destination trust, and, ultimately, travel decisions, and by providing new theoretical insights and practical guidance for destination management organizations and tourism enterprises, with the aim of enhancing collaborative SMI strategies.