Using fuzzy sets Qualitative Comparative Configuration to Predict Consumer Travel Behavior from Instagram: The Role of Social Media Influencers

Abstract

During the last few years, social media influencers (SMIs) have increasingly evolved into independently operating entities with the capability of influencing their audiences. SMI on Instagram is increasingly being used as a marketing communication tool by businesses due to its popularity and effectiveness. Only a few studies have investigated how social media influence travel behavior in tourism. This study examines whether SMI can affect the travel behavior of Instagram followers. SMI is determined by taking into account attractiveness, similarity, and expertise. SMI generates Para social interactions with followers and establishes trust by promoting destinations based on these three dimensions. In this study, the sample consists of Instagram users who watch travel-related content. A purposive sampling technique is used in which there is a set of criteria for selecting a participant. We obtained 364 responses from an online survey. The data were analyzed using fsQCA 3.0. The fsQCA results confirm the presence of two configurations with high travel intentions. According to the causal conditions configuration presented in this study, one exists an interdimensional relationship between SMIs (attractiveness, similarity, and expertise), trust, and parasocial interaction in terms of travel intention. This study also contributes a great deal of theoretical insight and managerial implications regarding how scholars and tourism managers can leverage SMIs to create high travel intentions.