The impact of influencers in the promotion of tourism destinations: the role of opinion leadership

Authors

DOI: https://doi.org/10.6018/turismo.685721
Keywords: Influencer, tourism; authenticity; content quality; credibility; homophily; opinion leadership; intention to visit, intention to recommend; PLS-SEM; multigroup analysis (MGA).

Abstract

Influencer marketing has emerged as a crucial tool in the digital marketing landscape, transforming the way brands connect with consumers. This study proposes to analyze how influencers' characteristics (authenticity, content quality, credibility, and homophily) influence their opinion leadership and how this impacts the intention to visit and recommend tourism destinations. Based on 257 surveys and a PLS-SEM analysis, the importance of congruence between influencer and follower is highlighted. Conclusions, implications, and future lines of research useful for DMOs and tourism companies are offered.

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Published
19-12-2025
How to Cite
Fandos-Herrera, C., Gurrea Sarasa, R., Labuena García, A., & Viñals Marcos, C. (2025). The impact of influencers in the promotion of tourism destinations: the role of opinion leadership. Cuadernos De Turismo, (56), 183–210. https://doi.org/10.6018/turismo.685721
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