From Attitude to Intention: the Role of Credibility and Parasocial Dynamics in Shaping Travelers’ Behaviors

The characteristics of social media influencers (SMIs), including gender, age and authenticity, have been found to be critical factors in the decision-making behaviour of viewers. However, limited research has explored how viewers’ attitudes towards online content influence parasocial dynamics and, in turn, destination visit intention. This study aims to fill this gap by introducing attitude towards YouTube content as a key factor leading to parasocial interactions and dynamics, analysing their impact on influencer credibility and viewers’ intention to visit promoted destinations. By extending parasocial theory to the tourism and hospitality context, this study contributes to a more nuanced understanding of how SMIs’ content shapes consumer decision-making behaviours. Moreover, it provides practical guidance for tourism and hospitality marketers and SMIs in leveraging YouTube as a strategic communication tool.