Credibilidade do travel influencer no Instagram afetando a intenção do viajante na escolha de destinos

Abstract

Instagram is a platform that works as a form of multimodal travel writing, where authorsusers act in travel performances when posting posts from visited destinations, in addition to searching for travel tips. In this social media scenario, Travel Influencers emerge, gaining a prominent role because travelers seek elements, tips and enthusiasm to make choices that they would often not make in their travel plans. However, these travelers need to perceive credibility in the information collected. Thus, the present research examines how the credibility of Travel Influencer on Instagram affects the traveler's intention in choosing travel destinations. The model was design based on the combination of two theories: Heuristic-Systematic Model (HSM) and Theory of Reasoned Action (TRA). In the research model it is assumed that the content produced by the travel influencer is studied through two processing routes: heuristic and systematic. It is proposed as the heuristic dimension the reliability of the influencer, and as the systematic dimension the quality of the argument, where together they influence credibility. The model also checks if there is a direct relationship between credibility, image, subjective norms and attitude with the traveler's behavioral intention when choosing a tourist destination. The study uses the hypothetical deductive method, with a quantitative approach, with the characteristic of being descriptive and exploratory. 222 questionnaires were collected, distributed online via the Instagram platform, as they used social networks and travel influencers when choosing travel destinations. As an analysis technique, exploratory and confirmatory factor analysis and modeling of structural equations wereused with the support of the SPPS and AMOS. The main results shows that the user’s perception about informativeness (quality of the argument) and personality (reliability) measure the the travel influencer’s credibility through the travel content. Thus, the heuristic and systematic routers act in the processing of the credibility of the travel influencer, and through the TAR (attitude, subjective norms) and the perceived image of the destination positively affect the traveler's intention to choose travel destinations, whose variance is explained in 71% in the model. Finally, the study's contributions expand the applications of MHS for theoretical and market purposes, pointing out trends in the integration of the Instagram platform to the user's behavior regarding the choice of travel destinations.