The impact of social media influencers on tourists' traveldecision and post-travel behavior: The role of parasocialinteraction on consumer decision and post-travel behavior

The study purpose is to determine how parasocial interaction impacts consumer's decision-making and post-travel behavior and the influence of social media influencers on travelers travel decisions and post-travel actions. To accomplish this, the relevant research was examined, and a model based on the research studies in the literature has been developed. It was able to reach out to both domestic and foreign visitors to Zanzibar using the convenience sample method, and an online survey was conducted with 480 willing participants to test the existing model. The collected data were evaluated using LISREL 8.80 and SPSS 22.0. When the model was tested after the analysis, it was shown to be statistically significant and to have correlations between the variables of parasocial interaction, desire, information search, and purchase decision, satisfaction, memorable tourism experience, place attachment, experience sharing and hedonic well- being. The study's findings show that there are correlations between variables that affect each other. It has been proven that influencers' parasocial interactions on social media have an impact on consumer travel behavior and post-trip behavior, making these interactions the most effective approach to contacting influential people. The parasocial interactions of the travel influencers on Instagram are extremely important in reaching the ratings that follow them and influencing their behavior during and after the trip. The proposal of a model in which these relations are empirically verified by considering the antecedents that play a significant role in the formation of parasocial interaction and the relationships between these antecedents in a single model is one of the study's most important theoretical contributions. This study identifies the antecedents that are important to fostering the development of parasocial interaction and consumer behavior, as well as how they relate to one another.