マスダ ヒサシ   Hisashi MASUDA   増田　央    所属   京都外国語大学  国際貢献学部 グローバル観光学科    職種   准教授
言語種別	英語
発行・発表の年月	2022/07
形態種別	論文
査読	査読あり
標題	Influencer attributes and characterizations on Tourists' intention to revisit destination in social media influencer marketing.
執筆形態	共著
掲載誌名	In: Christine Leitner, Walter Ganz, Clara Bassano, Clara Bassano and Debra Satterfield (eds) The Human Side of Service Engineering. AHFE (2022) International Conference. AHFE Open Access
掲載区分	国外
出版社・発行元	AHFE International, USA
巻・号・頁	62
担当区分	責任著者
著者・共著者	Ichii, K., Masuda, H.
概要	Social media influencer marketing has recently received significant attention. However, this kind of social media influencer marketing has not been fully demonstrated in the context of tourism destination management/marketing. This study developed a research model based on the theory of persuasion, consisting of three influencer attributes and three characterizations as antecedents of revisit intention to destination. Data were collected through an experimental survey for respondents who live in Tokyo and Osaka in Japan. Here, two YouTubers (a man and a woman) created each tourism promotion video about one Kyoto cuisine restaurant in Kyoto. The study found that PSR (Parasocial relationship) had a significantly positive impact on revisit intentions to destination relative to other characterizations on all groups.