Date of Graduation
5-2025
Document Type
Thesis
Degree Name
Bachelor of Arts in Advertising and Public Relations
Degree Level
Undergraduate
Department
Journalism
Advisor/Mentor
Dr. Jee Young Chung
Committee Member
Sara Jensen
Second Committee Member
Sisi Hu
Abstract
Social media influencers have become powerful figures in shaping consumer decision-making, particularly within the travel and tourism industry. Utilizing parasocial interaction theory, this study investigates how various aspects of influencers and content types affect consumer attitudes and behaviors. Especially, a 3 (travel content: family, romantic couple, or solo travel) × 2 (influencer type: real vs. AI) × 2 (content type: emotional vs. logical) between-subjects design was employed. The study examines how these factors influence perceived influencer expertise and trustworthiness, credibility, parasocial interaction, attitude and intention to visit a travel destination. The findings offer insight into which influencer characteristics most effectively build trust and travel intention, helping brands tailor their digital marketing strategies for greater impact in the tourism sector.
Keywords
Social media influencer; travel; tourism industry; AI influencer; trust
Citation
Buie, A. A., & Chung, J. (2025). The Influencer Behind the Adventure: How Social Media Influencers and AI Affect Consumer Travel Intentions, Preferences, and Behavior. Journalism Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/jouruht/15
