Virtual Influencers Endorsement towards Tourist Response and Intention: an Examination using Multi Method Approach

Key Points

• The aim is to investigate how virtual influencers affect tourist responses and their intentions to engage with destinations.
• Utilized a multi-method approach to gather diverse data
• Analyzed various tourist demographics and responses to virtual endorsements
• Examined correlations between influencer characteristics and tourist intentions
• Virtual influencer endorsements significantly influenced tourist intention to visit promoted locations
• Positive endorsements resulted in higher tourist response rates
• Different demographic factors affected the effectiveness of endorsements