The Impact of Social Media Influencers on Destination Preferences: A Cross-Generation Comparison

Q2 Social Sciences

African Journal of Hospitality, Tourism and Leisure Pub Date : 2023-06-01 DOI:10.48119/toleho.1229922

Özcan Zorlu, Tuğçe Candan

引用次数: 0

Abstract

This research aims to evaluate the effect of social media influencers on destination preference in the context of different generations. The data needed in the study was collected with a questionnaire form. The data were obtained from 137 followers over 18 who follow social media influencers. In the study, percentage, frequency, mean, and standard deviation values were used in the descriptive data analysis, correlation analysis was used in the relationship measurement tests, and regression analysis was used in the hypothesis tests. As a result of the analyses, it has been concluded that the perception levels towards social media influencers differ in the context of generations and that social media influencers are an essential determinant for destination preference. On the other hand, it has been concluded that the effect of social media influencers on destination preference differs in the context of X, Y, and Z generations.

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社交媒体影响者对目的地偏好的影响:跨代比较

本研究旨在评估不同代际背景下社交媒体影响者对目的地偏好的影响。本研究所需的数据以问卷形式收集。这些数据来自137名18岁以上的社交媒体网红粉丝。在本研究中，描述性资料分析采用百分比、频率、均值和标准差值，关系计量检验采用相关分析，假设检验采用回归分析。分析的结果是，对社交媒体影响者的感知水平在代际背景下有所不同，社交媒体影响者是目的地偏好的重要决定因素。另一方面，已经得出结论，社交媒体影响者对目的地偏好的影响在X, Y和Z世代的背景下是不同的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development

CiteScore

2.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.