The Impact of Content Creators “Influencers” via Facebook on tourist consumer behavior

Abstract

 The study aims to highlight the extent to which the tourist consumer responds to content displayed on Facebook pages by "influencers" content makers as well as the extent to which they influence their purchase decision. For this purpose, a questionnaire in the form of an electronic form was distributed via Facebook to 100 individuals who took at least one tourist trip. As a result of the SPSS statistical analysis programme, there is a statistically significant impact of "influential" content makers on tourist consumer behavior at the indicative level (0.05 ≥α). The study recommended the need to develop marketing strategies aimed at enhancing the role of "influencers" content makers in the tourism sector. JEL Classification Codes: M310, M370, M31.