SOCIAL MEDIA INFLUENCERS AS CO-CREATORS OF THE TOURIST DESTINATION VALUE

Purpose – This paper aims to propose a model for co-creating destination value through Social media influencer (SMI) credibility, its congruences with destination products and tourists, by the mediation of tourist-destination product congruence, and perceived overall value creation for the tourist destination experience through SMI (OVCTDESIM). Methodology – Data was collected from a sample of 211 tourists and 32 tourist boards in Croatia, and it was processed and analyzed using Statistical Package for the Social Sciences (SPSS) ver. 26. Univariate statistical analysis (descriptive statistics) was used to describe the characteristics of the sample. Multivariate statistical analysis (exploratory factor analysis and confirmatory factor analysis) was used to confirm the reliability and validity of the scales, and structural equation modeling (SEM) was used to test the hypotheses. Thus, structural equation modeling was performed using Amos ver. 26, to analyze the structural relationships between the variables. An Independent-sample t-test was performed to identify the significance of differences between perceived and created or communicated overall value for the tourist destination experience through SMI during previsit, visit, and post-visit stay. Findings – The model explained 51.3% of the variance in intention to visit and 56.1% of the variance in intention to recommend the destination. Perceived SMI credibility significantly influenced perceived SMI-destination product and SMI-tourist congruences. Research results indicate that perceived SMI-tourist congruence significantly affects the perceived OVCTDESIM. However, the hypothesis regarding the influence of perceived SMI-destination product congruence on OVCTDESIM was not confirmed. The research results reveal that perceived OVCTDESIM significantly influences attitudes toward a destination, consequently influencing the intention to visit and recommend the destination. Additionally, it was established that partial mediation exists between SMI-destination product and SMI-tourist congruences through tourist-destination product congruence. Significant differences are identified between perceived and created or communicated overall value for the tourist destination experience through SMI. Contribution – The present research aims to close a specific research gap by proposing an original, empirically tested model that can be further developed and expanded in future research related to the use of influencer marketing in creating destination value and possibly in other contexts. Also, findings can serve as a reference for destination management planners to comprehend all the important dimensions to consider when employing influencer marketing to increase destination value.