Social media influencer (SMI) marketing implemented by tourism and destination managers has attracted widespread academic attention in recent years. Efforts have been made to evaluate the effectiveness of SMI in destination marketing using source credibility, informativeness, and SMIs’ relationship with their followers. However, extant literature has paid limited attention to capturing and understanding the various mechanisms of persuasion of how SMI destination marketing audiences process relevant SMI information and how their processing of the information would influence their travel decision-making. This study bridges these research gaps with a proposed research framework by integrating the Elaboration Likelihood Model (ELM) with theories of self-congruity, parasocial interaction, and persuasion knowledge activated by advertisement disclosure. Subsequently, the study executed an audience segmentation of the SMI destination marketing between the Millennials and Generation Z. Adopting a quantitative approach (N = 501), results showed that Millennials and Generation Z audiences have distinct information processing preferences and attitudes toward advertisement disclosure of SMIs. Key implications for theory and practice were also discussed.

中文翻译：

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了解追随者对社交媒体影响者目的地营销的处理和看法：#Millennials 和 #GenZs 之间的差异


近年来，旅游和目的地管理者实施的社交媒体影响者（SMI）营销引起了学术界的广泛关注。人们已经努力利用来源可信度、信息量以及 SMI 与其追随者的关系来评估 SMI 在目的地营销中的有效性。然而，现有文献对捕捉和理解 SMI 目的地营销受众如何处理相关 SMI 信息以及他们对信息的处理如何影响其旅行决策的各种说服机制关注有限。本研究通过将精化似然模型（ELM）与自我一致性、准社会互动和广告披露激活的说服知识理论相结合，用拟议的研究框架弥补了这些研究空白。随后，研究对千禧一代和Z世代之间的SMI目的地营销进行了受众细分。采用定量方法（N = 501），结果显示千禧一代和Z世代受众对SMI广告披露具有不同的信息处理偏好和态度。还讨论了理论和实践的关键含义。