Using Social Media Influencers to Promote Qatar as a Tourist Destination

Abstract

The main objective of this study is to understand the qualities of social media influencers, in the travel and tourism industry, which generate trust in the followers, thereby having an impact on the followers’ intention to visit a destination promoted/recommended by the SMIs. The characteristics identified are Quality of Information provided by SMIs, Attractiveness of their Content on social media platforms, Credibility of SMIs, Authenticity of SMIs and Popularity of SMIs and the Engagement with their followers. Additionally, the study also investigates the effect of Trust on the individual’s intention to visit a destination. The results revealed that out of the five characteristics, Quality of Information was shown to have no impact on the trust generated whereas other factors had a significant positive impact on Trust. Furthermore, Trust had a significant positive impact on the follower’s intention to visit the destination promoted by the SMIs.