Impact of Influencer Marketing on Social Media Users’ Travel Intention

Recently, the travel category has gained a lot of traction on social media platforms, with most content creators, bloggers, celebrities, and travelers using to convey share their experiences communities. As digital adoption technological infrastructure improves, number users platforms grows. result, is now playing an increasingly important role in human decision making. This study adopts descriptive quantitative research design data was gathered self- administrated questionnaire, population taken from active western province sample 150 were selected convince sampling method hypothesis tested correlation regression analysis. Findings revealed that influencer marketing positive impact users' intentions, all dependent variables, such as quality trustworthiness, showing statistically significant relationships followers' intentions. The current implications for destination marketers, tourism, hospitality, advertising agencies by providing valuable insights marketers identify real intentions determine true intention order make appropriate decisions accordingly.