From desire to reality: role of social media influencers in travel intention on holiday trips

Purpose Social media influencers (SMIs) deliberately shape travel intentions by recommending destinations and experiences and motivating followers to plan their holiday trips. Design/methodology/approach This study deployed a purposive sample method, using an online survey tool to acquire data. The questionnaire was distributed from 11 May to 30 June 2024. The collected data was analysed using Smart-PLS. Findings This study developed a comprehensive research framework that integrates perceived enjoyment, SMI’s attraction, self-congruity, playfulness, attitude, desire and travel intention variables to assess the role of SMIs in travel intention on holiday trips. The model established enhanced prognostic and explanatory competencies. Practical implications This study highlights the tactical importance of SMIs in transforming trip desires into holiday trips and enhancing tourism marketing. Influencer selection bias and audience perceptions are limitations. Originality/value Despite this, the study notably shows influencers’ altering outcomes on travel intentions, offering a new perspective on holiday decision-making.