Ameen, N. orcid.org/0000-0002-1794-9103, Cheah, J.-H. orcid.org/0000-0001-8440-9564, Ali, F. orcid.org/0000-0003-4528-3764 et al. (2 more authors) (2023) Risk, trust, and the roles of human versus virtual influencers. Journal of Travel Research, 63 (6). pp. 1370-1394. ISSN 0047-2875
Abstract
Drawing on the theory of sociology of trust and risk, this study proposes and empirically tests a conceptual model of tourists’ new destination visit intentions. The model links tourists’ subjective knowledge to trust and risk perceptions and explores the moderating effects of social media influencers (human vs. virtual) and tourists’ psychographic factors in this context. Data were collected from two studies: Study 1, through a survey distributed to participants in Malaysia (n = 493 valid responses); and Study 2, through a between-subjects design experiment with another sample of participants in Malaysia (n = 470 valid responses). The findings expand knowledge in tourism research by showing that destination trust mediates how subjective knowledge influences perceived risk. Optimism and life satisfaction have significant moderating effects in this context. Furthermore, the relationship between destination trust and visit intention is moderated by human and virtual influencers, according to whether their message is positive or negative.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2023 The Author(s). This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage). |
Keywords: | Risk; trust; subjective knowledge; social media; virtual influencers |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 04 Jun 2024 14:21 |
Last Modified: | 04 Jun 2024 14:21 |
Status: | Published |
Publisher: | SAGE Publications |
Refereed: | Yes |
Identification Number: | 10.1177/00472875231190601 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:213066 |
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