Unveiling Structured Visitor Experiences at Esport Event

Social media influencers play a pivotal role in influencing tourist decisions. This research was conducted using mixed methods to understand travelers’ social media usage in facilitating travel plans and the difference between the LGBTQ+ community and the general population. The findings in study one recognized six qualities that the LGBTQ+ community looked for in a travel influencer including competence, down-to-earth demeanor, amicability, likability, trustworthiness, and physical attractiveness. In study two, grounded in the social exchange theory, this research found the effects of influencers’ traits on the likelihood of utilizing a travel influencer in facilitating travel plans. This research extended the influencer marketing literature by exploring travel influencer characteristics through the lens of the LGBTQ+ community. It also provided beneficial suggestions for tourism providers that social media influencers with these qualities should be sought out to help promote the destinations.