“The impact of influencer marketing on destination choice-A quantitative study among Brazilian and German millennials."

Abstract

The decision-making process of choosing a travel destination it is a very complex topic. Why individuals travel and what influences an individual’s travelling intentions in general has been studied by different scholars. This study examines the differences in the effect of influencer marketing on cross-national consumption destination choices by focusing on the impact of influencer marketing on travel destination choices by German and Brazilian millennials. Influencer marketing is a relatively new topic and its main impact is still under evaluated. Tourist behavior theories have been the focus of much research in many tourism studies, but how German and Brazilian millennial travelers’ intentions are shaped by influencer marketing has not been investigated. By reviewing academic sources, this master paper aims to analyze the efficacy of the TPB for predicting German and Brazilian millennial's intention when choosing a travel destination. Data were collected from Brazil and Germany for a two-week time frame starting in the beginning of June. 231 German, Brazilian and international tourists participated in the survey. In general, the main results have been aligned with previous literature studies which have supported the application of the TPB model. The three main elements, attitude, subjective norm and perceived behavioral control were observed to have made an effect. In addition, the findings indicated that internal and external factors are considered by German and Brazilian millennials when choosing a travel destination. Moreover, main implications, recommendations and suggestions for future studies have been provided in the last chapter of this study.