The role of social media influencers with regard to enhancing revisit intention among spiritual tourists

International Journal of Research Studies in Education
Special Luminary Issue
2025
Volume 14 Issue 3

Available Online:  20 February 2025

Author/s:

Thao, Nguyen Vuong Hoai
Ho Chi Minh City University of Economics and Finance, Vietnam (Thaonvh@uef.edu.vn)

Thang, Nguyen Quyet
HUTECH University, Vietnam (nq.thang@hutech.edu.vn)

Trung, Duong Bao*
Ho Chi Minh City Open University
International University, Vietnam National University, HCMC, Vietnam (Trung.db@ou.edu.vn)

Abstract:

The development of social media influencers marketing has been significantly impact on the variety of tourism, including spiritual tourism. This study aims to investigate the role of social media influencers in shaping the behavior and preferences of tourists in the context of spiritual tourism. Employing SMIs concept and source credibility theory, the research explores the antecedents of spiritual tourism, focusing on the interplay between social media marketing and tourism dynamics. Specifically, it examines how source credibility and content quality that are key characteristics of social media influencers, affect tourists’ revisit intentions. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from a sample of 300 respondents who actively engage with social media content related to spiritual destinations. The findings reveal that both source credibility and content quality significantly influence tourists’ cognitive and affective evaluations of spiritual destinations. The study provides valuable insights for destination marketers and tourism stakeholders, highlighting the importance of leveraging influencer partnerships to promote spiritual tourism effectively in a competitive digital landscape. This research contributes to the growing literature on social media marketing and tourism by addressing a unique and underexplored niche.

Keywords: revisit intention, social media influencer, source credibility, spiritual tourism

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DOI: https://doi.org/10.5861/ijrse.2025.25821

Cite this article:
Thao, N. V. H., Thang, N. Q., & Trung, D. B. (2025). The role of social media influencers with regard to enhancing revisit intention among spiritual tourists. International Journal of Research Studies in Education, 14(3), 55-69. https://doi.org/10.5861/ijrse.2025.25821

* Corresponding Author