Challenging or relaxing: How influencer type shapes tourism activity preferences

Influencer marketing plays a pivotal role in shaping tourism behavior. However, the emergence of virtual influencers has introduced new complexities into influencer selection for different tourism activities. Drawing on construal level theory, this research examines these dynamics through five experimental studies ( N = 997). The findings demonstrate that virtual influencers are more effective in promoting challenging tourism activities, whereas human influencers are more persuasive for relaxing activities; construal level mediates these relationships. Moreover, self-construal moderates these effects, such that they are stronger among tourists with an independent self-construal. Overall, this research advances the literature on artificial intelligence-driven marketing and tourism marketing while offering practical insights for influencer selection strategies in destination promotion.