Can attractiveness and credibility characteristics of foodie travel influencers predict tourist followers’ attitude and behavior? A social influence perspective

Abstract

While social media influencers have gained growing attention, little research has explored the specific characteristics of foodie travel influencers and their potential impact on tourist followers. Drawing on social influence theory, this research examined the characteristics of foodie travel influencers on social media platforms and evaluated how these characteristics shape tourist followers’ attitude and behavior (i.e. visit intention and actual behavior) via two social influence acceptance processes: identification and internalization. The study employed a mixed-methods design with an explanatory sequential approach, incorporating two empirical studies. Study 1 relied on a survey approach with tourist followers. Study 2 employed a qualitative analysis using online review comments to gain deeper insights into the impact of foodie influencer marketing on the characteristics of foodie travel influencers, social influence acceptance, and psychological and behavioral responses, including decisions and experiences pertinent to culinary travel, restaurant evaluation, and influencer engagement. This inquiry contributes to the literature by showing how foodie travel influencers play a role in their tourist followers’ attitude and behavior toward restaurants. It further enhances the literature on food tourism and influencer marketing by bridging the gap between these two bodies of literature.