BEYOND LIKES AND SHARES: THE EFFECT OF INFLUENCER-FOLLOWER INTERACTION ON TRAVEL DECISIONS IN SAUDI ARABIA

Abstract

Influencers on social media crucially have impact on consumer behavior, especially in the travel industry where decisions are made primarily through digital engagement. Knowing how influencer-follower dynamics affect travel decisions has become crucial in Saudi Arabia, a nation that is rapidly developing its tourism industry under Vision 2030. This study looks at how influencer-follower interactions affect the travel choices of domestic tourists in Saudi Arabia. It examines how these interactions build trust and shape behavioral intentions. We used a quantitative, cross-sectional design to collect data through an online questionnaire from 300 domestic tourists in Saudi Arabia who actively follow travel social media influencers. We analyzed the data using structural equation modeling (SEM) with SmartPLS. The measurement model showed reliability and validity. Path analysis found that influencer-follower interaction positively affects tourist trust (β = [Path Coefficient], p < .001) and directly impacts tourist reaction behavior (β = [Path Coefficient], p < .001). Trust partially mediated this relationship. The findings confirm that active communication between influencers and followers is essential for building trust and directly impacting travel planning and destination choices. For tourism marketers in Saudi Arabia, encouraging genuine interaction is as important as producing quality content.