The role of travel influencers in volunteer tourism: an application of the cognitive response theory

KILIÇ İ., SEÇİLMİŞ C., ÖZDEMİR C.

CURRENT ISSUES IN TOURISM, 2023 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Publication Date: 2023
  • Doi Number: 10.1080/13683500.2023.2174087
  • Journal Name: CURRENT ISSUES IN TOURISM
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Aquatic Science & Fisheries Abstracts (ASFA), CAB Abstracts, Geobase, Hospitality & Tourism Complete, Hospitality & Tourism Index, PAIS International, Veterinary Science Database
  • Keywords: Cognitive response theory, influencer marketing, volunteer tourism, ascribed responsibility, curiosity, information quality, SOCIAL MEDIA, TRANSFORMATION, BACK
  • Eskisehir Osmangazi University Affiliated: Yes

Abstract

Drawing on the Cognitive Response Theory (CRT), this research aimed to examine how travel influencers' (TI) content about volunteer tourism affect their followers' intention to participate in volunteer tourism (VT). The informativeness of volunteer tourism activities' (VTA) in TIs' content was evaluated as external information according to the components of the CRT in terms of the intention to participate in volunteer tourism. According to the findings, while VTAs' informativeness in TIs' content positively affects ascribed responsibility, information quality and curiosity, all of the variables were found to have positively affected positive emotion. In addition, there is a serial mediation relationship among all of the research variables.