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Although widely used in destination marketing, influencer marketing’s negative impacts remain underexplored. This study investigates the underlying mechanism of the formation of value co-destruction among tourists, destinations, and influencers. Grounded in Service-Dominant Logic, Script Theory, and Cognitive Appraisal Theory, a quantitative research method that builds on an online survey (N = 432) was used to test the hypothesised model. Data were analyzed using partial least squares structural equation modelling and an artificial neural network through Python. Results showed that tourists’ negative tourism experiences lead to a decrease in perceived post authenticity and perceived value of the tour. Tourists’ diminished perceived value of the tour and reduced perception of post authenticity caused negative emotions, which further led to value co-destruction behaviours toward the destination and social media influencers. The results of this study contribute to the interdisciplinary domain of marketing management and tourism studies by advancing theoretical understanding of influencer destination marketing from the value co-destruction perspective. The study informs tourism marketing strategies by revealing how influencer marketing can trigger value-diminishing consumer responses and risks for both destinations and influencers.
Liu et al. (Thu,) studied this question.