The global aging population brings a growing older traveler market. This study applies social comparison theory to explore how travel influencers' age cues affect older adults’ travel intention through a dual process of assimilation (direct effect) and contrast (mediated by age identity). The moderating effects of travel cues (activity type and presence/absence of companions) and travel constraints are investigated as boundary conditions. Data were collected from older U.S. travelers through three online experiments. The results indicate that older travelers are inclined to visit destinations featured by old (vs. young) influencers, especially those with low intrapersonal or high interpersonal travel constraints. The marketing message is more effective when it features an old influencer pursuing a challenging (vs. relaxing) activity and a young influencer with companions (vs solo travel). The study findings provide valuable insight into leveraging social media influencer marketing for destinations and tourism businesses.

中文翻译：

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社交媒体影响者的年龄线索对老年人旅行意愿的影响：旅行线索和旅行限制的调节作用


全球人口老龄化带来了不断增长的老年旅行者市场。本研究应用社会比较理论来探讨旅行影响者的年龄线索如何通过同化（直接效应）和对比（由年龄认同介导）的双重过程影响老年人的旅行意图。旅行线索（活动类型和同伴的存在/不存在）和旅行限制的调节作用作为边界条件进行研究。数据是通过三项在线实验从美国老年旅行者那里收集的。结果表明，老年旅行者倾向于访问以年长（与年轻）影响者为特色的目的地，尤其是那些人际旅行限制较低或人际旅行限制较高的目的地。当年长的影响者追求具有挑战性（相对于放松）的活动和年轻的影响者有同伴（相对于独自旅行）时，营销信息会更有效。研究结果为利用社交媒体影响者营销为目的地和旅游企业提供了宝贵的见解。