Can residents engage potential tourists as ‘micro’ and ‘nano’ influencers?

Abstract

ABSTRACT Social media has revolutionized the tourism industry by making residents more active co-creators in destination information dissemination. This study explores whether recognizing social media influencers as residents can increase place identification and boost host–guest relationships. We assess a conceptual model that postulates relationships between self–influencer congruence, identification with a place, emotional solidarity with residents, place knowledge, and visit intention. Data were collected online from 996 Chinese TikTok users who follow ‘micro’ or ‘nano’ influencers. The results reveal that perceived congruence between a follower’s ideal self and an influencer’s personal image can lead to a sense of identification with the influencer’s residential place and emotional solidarity with residents, thereby contributing to visit intention. Further, multi-group analysis confirmed the moderating role of place knowledge. This study has important implications for tourism marketing theories and practices.