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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Sapna Biby
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Economics, Econometrics & Finance

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TRAVEL INFLUENCER ATTRACTIVENESS, TRUSTWORTHINESS, AND CONTENT EXPERTISE: ATTITUDE-MEDIATED BEHAVIORAL INTENTION TO VISIT RECOMMENDED POST-DISASTER DESTINATIONS Rouza Fakriza; Sapna Biby; Syamsul Bahri; Naufal Bachri; Mariyudi; Ikramuddin
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 5 (2026): October
Publisher : CV. Radja Publika

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Abstract

This study examines how travel influencer attractiveness, trustworthiness, and content expertise influence behavioral intention to visit recommended post-disaster destinations through attitude toward a travel influencer. The research focuses on Central Aceh and Bener Meriah, Indonesia, and applies the Stimulus-Organism-Response framework. An online questionnaire yielded 155 eligible responses from Aceh residents who used TikTok, had viewed travel influencer content, and had previously visited either destination. Data were analyzed using partial least squares structural equation modeling in SmartPLS. Attractiveness and content expertise positively influenced attitude, whereas trustworthiness did not have a significant effect. Attitude and attractiveness positively influenced behavioral intention, while the direct effects of trustworthiness and content expertise were not significant. Attitude partially mediated the attractiveness-intention relationship and fully mediated the content expertise-intention relationship; the trustworthiness-mediated relationship was not significant. The model explained 74.0% of the variance in attitude and 78.3% in behavioral intention. Content expertise was the strongest predictor of attitude. The findings support selecting influencers for their content competence and appealing presentation, while emphasizing favorable audience attitudes in post-disaster tourism communication.
Co-Authors Ikramuddin, Ikramuddin Mariyudi Mariyudi Naufal Bachri, Naufal Rouza Fakriza Syamsul Bahri