The Impact of Travel Influencers’ Credibility and Congruency on African Travel and Tourism Intentions

Abstract

Travel influencers are rapidly changing the tourism marketing landscape. By showcasing travel destinations and personal experiences on their digital platforms, travel influencers have become essential sources of information for travellers worldwide. Although research on influencers’ impact on tourism and consumer intentions is growing, there remains a gap in studies focusing on their influence on African travel and tourism. The purpose of this research was to (1) investigate the roles of credibility and congruency characteristics in travel influencer marketing within African tourism markets, and (2) understand the impact of these travel influencer characteristics on destination image perceptions and visit intentions within these markets. The results of this research indicate that high travel influencer credibility (in terms of trust, expertise, and physical attractiveness) and high travel influencer self-congruity (across all forms to include actual, ideal, social, or ideal social), significantly impact destination image perceptions and visit intentions towards South African travel and tourism on a global scale. This study found that enhanced perceptions of South Africa’s destination image significantly mediate the relationships between (1) travel influencer credibility and visit intentions towards South Africa, and (2) travel influencer self-congruity with their audience and visit intentions towards the country. This research provides valuable insights for tourism stakeholders on the roles of credibility and self-congruity characteristics within travel influencer marketing. Additionally, the study findings contribute to understanding how building a positive perception of African destinations through partnerships with travel influencers can enhance the appeal of these destinations and increase the likelihood of attracting global tourists.