Banca de DEFESA: AYSLANE COSTA DA SILVA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : AYSLANE COSTA DA SILVA
DATE: 23/02/2020
TIME: 10:00
LOCAL: NEPSA II
TITLE:

INSTAGRAM TRAVEL INFLUENCER'S CREDIBILITY AFECTING TRAVALERS DESTINATION INTENTION.

KEY WORDS:

Travel influencers; Credibility; Heuristic-Systematic Model; Theory of Reasoned Action.

PAGES: 126
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Instagram is a platform that works as a form of multimodal travel writing, where authors-users act in travel performances when posting posts from visited destinations, in addition to searching for travel tips. In this social media scenario, Travel Influencers emerge, gaining a prominent role because travelers seek elements, tips and enthusiasm to make choices that they would often not make in their travel plans. However, these travelers need to perceive credibility in the information collected. Thus, the present research examines how the credibility of Travel Influencer on Instagram affects the traveler's intention in choosing travel destinations. The model was design based on the combination of two theories: Heuristic-Systematic Model (MHS) and Theory of Reasoned Action (TRA). In the research model it is assumed that the content produced by the travel influencer is studied through two processing routes: heuristic and systematic. It is proposed as the heuristic dimension the reliability of the influencer, and as the systematic dimension the quality of the argument, where together they influence credibility. The model also checks if there is a direct relationship between credibility, image, subjective norms and attitude with the traveler's behavioral intention when choosing a tourist destination. The study uses the hypothetical deductive method, with a quantitative approach, with the characteristic of being descriptive and exploratory. 222 questionnaires were collected, distributed online via the Instagram platform, as they used social networks and travel influencers when choosing travel destinations. As an analysis technique, exploratory and confirmatory factor analysis and modeling of structural equations wereused with the support of the SPPS and AMOS. The results reveals that the heuristic and systematic routers act in the processing of the travel influencer’s credibility, and through the TRA (attitude, subjective norms) and the perceived image of the destination positively affect the traveler's intention to choose travel destinations. Finally, the contributions of the study expand the applications of HSM for theoretical and market purposes, pointing out some trends in the integration of the Instagram platform to the user's behavior in relation to the choice of travel destinations.

BANKING MEMBERS:
Presidente - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS - IFRN
Interno - 1149626 - MAURO LEMUEL DE OLIVEIRA ALEXANDRE
Interno - 1160199 - SERGIO MARQUES JUNIOR