Key social media travel influencer traits impacting followers’ tourist behavior

Purpose This study aims to identify key traits of social media travel influencers (SMTIs) and develop a validated scale measuring their impact on followers’ tourism behaviors. This study addresses the limited attention given to the specific characteristics that make SMTIs effective within tourism marketing. Design/methodology/approach Grounded in Social Cognitive Theory, this study adopts an exploratory sequential mixed-methods design. In the qualitative phase, interviews with 21 followers revealed both personal and content-related traits. In the quantitative phase, a survey of 602 participants was conducted to validate a six-factor SMTI Traits Scale. Findings In the qualitative phase, interviews with 21 followers revealed personal and content-related traits. Most were viewed positively, such as sincerity, credibility and uniqueness, while others including self-promotion, advertisement and bias had negative connotations. In the quantitative phase, six factors emerged: Credibility, Sensitivity and Interaction, Unique and Valuable Content, Alignment of Interests and Expectations, Attractive Content and Sincerity. Originality/value Unlike many previous studies that adapted influencer traits from other fields and emphasized physical attractiveness, this study adopts an exploratory approach tailored to tourism and develops a context-specific scale. Physical attractiveness did not emerge as influential among SMTIs; instead, content attractiveness was more important in shaping follower perceptions and behaviors. Some participants even viewed emphasis on appearance as self-promotion, creating negative impressions. This study also identifies negatively perceived traits such as self-promotion, advertisement and bias, which can reduce trust and engagement. By clarifying how these traits influence travel intentions, this research offers theoretical contributions and practical guidance for developing value-driven, audience-aligned strategies.