Social Media Influencers and Destination Choice: Evidence from Indonesian Tourists’ Intention to Visit Switzerland
DOI:
https://doi.org/10.38035/sijdb.v4i1.385Keywords:
Social Media Influencer, Source Credibility, Content Quality, Electronic Word-of-Mouth, Visit IntentionAbstract
Social media has transformed how tourists search for information and evaluate destinations, making influencer marketing an important promotional strategy. However, limited empirical evidence explains how influencer-generated content shapes Indonesian tourists' intention to visit long-haul destinations such as Switzerland. This study examines the effects of Source Credibility, Content Quality, and Electronic Word-of-Mouth (e-WOM) on visit intention. A quantitative explanatory approach was employed using purposive sampling. Data were collected through an online questionnaire from 397 Indonesian social media users who had been exposed to influencer content about Switzerland. Multiple linear regression analysis was conducted using SPSS version 27. The results show that all three variables positively and significantly influence visit intention. Source Credibility is the strongest predictor (β = 0.477), followed by Content Quality (β = 0.388) and e-WOM (β = 0.307). Together, these variables explain 56.5% of the variance in visit intention (R² = 0.565). The findings indicate that while engaging content attracts attention, influencer credibility is more influential in converting attention into travel intention. This study contributes to influencer marketing and tourism literature and offers practical insights for destination marketing organizations when selecting and managing social media influencers.
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