Credibility of travel influencer on millennial traveling behavior

Abstract

The objectives of this study was to understand the credibility of travel influencers among millennial travelers and how they motivate millennial travelers' travel behavior. It is based on a qualitative methodology that involves use of in-depth interviews. Twelve millennial travelers both domestic and international between the ages of 25 and 40 were interviewed. They had to organize the trip within a year and follow to travel influencers. This study employed a question guideline as the research instrument based on four dimension which are demographics and media usages, attitude towards travel influences, source of credibility, and travel behavior. The findings revealed a favorable attitude toward travel influencers and a perception that they are a reliable source of information while traveling. Regardless of the fact that authentic experiences of travel influencers are the most important aspect travelers required. In terms of travel behavior, two group of millennials travelers inspiring and motivating by online sources. Lastly, participants now tend to discuss eWOM findings in terms of travel context more frequently. It is clear that, rather than using paid influencer marketing, the importance of travel influencers has steadily grown and now motivates millennial travelers.