Credibility of Travel Influencer on Millennials Traveling Behavior

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Papitchayapa Boonsub
Suthiluck Vungsuntitum


The objectives of this study were to understand: 1) the credibility of travel influencers among millennial travelers, and 2) how they motivate millennial travelers’ travel behavior. The methodology employed was qualitative and relied on in-depth interviews. Interviews were conducted with twelve millennial travelers, aged between 25 and 40, who traveled both domestically and internationally. They had to follow travel influencers on social media and planned at least one trip in the past year. The research instrument used in this study was a set of questions based on four dimensions: travel behavior, source of credibility, attitude toward travel influences, and media usage. The findings showed that travelers had a positive opinion on travel influencers and believed they were a reliable source of information. Online resources inspire and motivate two groups of millennial travelers, particularly the notion that authentic experiences from travel influencers are the most important component needed for related travel behavior. A greater proportion of participants tend to discuss about electronic word-of-mouth findings in relation to travel contexts. However, it is clear that, instead of relying solely on sponsored media, the significance of travel influencers has been increased over time and they are now responsible for inspiring two distinct millennial traveler groups, which constitute a sizable economic force.

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