The impact of social media influencers on tourists' traveldecision and post-travel behavior: The role of parasocialinteraction on consumer decision and post-travel behavior

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Eskişehir Osmangazi Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm Yönetimi Ana Bilim Dalı, Türkiye

Tezin Onay Tarihi: 2023

Tezin Dili: İngilizce

Öğrenci: BIBIANA AMOS DIAMOND

Danışman: Orhan Can Yılmazdoğan

Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu

Özet:

The study's purpose is to determine how parasocial interaction impacts consumer’s

decision-making and post-travel behavior and the influence of social media influencers on

travelers' travel decisions and post-travel actions. To accomplish this, the relevant research was

examined, and a model based on the research studies in the literature has been developed. It

was able to reach out to both domestic and foreign visitors to Zanzibar using the convenience

sample method, and an online survey was conducted with 480 willing participants to test the

existing model. The collected data were evaluated using LISREL 8.80 and SPSS 22.0. When

the model was tested after the analysis, it was shown to be statistically significant and to have

correlations between the variables of parasocial interaction, desire, information search, and

purchase decision, satisfaction, memorable tourism experience, place attachment, experience

sharing and hedonic well- being.

The study's findings show that there are correlations between variables that affect each

other. It has been proven that influencers' parasocial interactions on social media have an impact

on consumer travel behavior and post-trip behavior, making these interactions the most

effective approach to contacting influential people. The parasocial interactions of the travel

influencers on Instagram are extremely important in reaching the ratings that follow them and

influencing their behavior during and after the trip. The proposal of a model in which these

relations are empirically verified by considering the antecedents that play a significant role in

the formation of parasocial interaction and the relationships between these antecedents in a

single model is one of the study's most important theoretical contributions. This study identifies

the antecedents that are important to fostering the development of parasocial interaction and

consumer behavior, as well as how they relate to one another.