The impact of influencers on individuals' travel preferences

This study aims to examine the influence of social media influencers on individuals' travel preferences in the age of digital communication. With the increasing role of digitalization, it has been observed that individuals tend to rely more on social media content rather than traditional sources when planning their travels. In this context, the main focus of the research is to explore the guiding role of travel-themed influencers on individuals' decisions. A quantitative research method was employed, and data were collected through an online questionnaire. The sample consisted of randomly selected individuals with varying ages, genders, educational levels, and social media usage habits. The findings indicate that participants have a high rate of social media usage. Additionally, the frequency of following travel influencers was found to be high among the participants. It was determined that individuals who actively use social media and follow travel influencers have higher levels of travel motivation. As a result, it can be stated that travel motivation differs according to demographic variables and that influencers significantly affect individuals' travel motivation. Moreover, the data suggest that influencer marketing is not limited to product promotion but also shapes individuals' lifestyles and consumption habits. Travel influencers play a notable role in enhancing individuals' motivation to travel. In this regard, the study offers significant contributions to the field of communication sciences in terms of consumer behavior and digital media interaction.