The Impact of Influencer Brand Equity on Gen Z’s Intention to Engage in Adventure Tourism: A Study Based on Source Credibility Theory in Hungary

Do Thi Thu Uyen and Doan Thi Tra My and Sarkar Apurba (2025) The Impact of Influencer Brand Equity on Gen Z’s Intention to Engage in Adventure Tourism: A Study Based on Source Credibility Theory in Hungary. Nemzetközi Gazdálkodás Kar (2025-)-. (Kéziratban)

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Absztrakt (kivonat)

Adventure tourism offers exciting, hands-on travel experiences that attract young people, especially Generation Z (Gen Z), and its success relies on effective marketing strategies. Digital marketing has quickly replaced traditional print and electronic media as the main way for brands to communicate. Social media platforms such as Facebook and TikTok now play a central role in connecting businesses with consumers, particularly Gen Z. In this landscape, online influencers act as powerful intermediaries who shape Generation Z’s perceptions and purchasing decisions.This study uses Source Credibility Theory to explore the impact of online influencer marketing on Gen Z’s intention to participate in adventure tourism in Hungary. The study used an online questionnaire adapted from established, validated scales for the context of adventure tourism and influencer marketing. Data were collected from 151 respondents in Hungary and analysed through Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The study found that when people see an influencer as credible and trustworthy, it improves the overall image of the brand the influencer represents. This enhanced brand image increases the trust people have in the influencer's brand. When people trust the influencer's brand, they are more likely to stay loyal to it. This loyalty then makes members of Generation Z more willing to participate in adventure tourism promoted by the influencer. On the other hand, factors like whether the influencer’s lifestyle matches the followers’, too many endorsements by the influencer, how much control people feel they have over their behavior, and personal interest did not have a significant impact on these outcomes. The idea that too many endorsements might weaken the connection between trust and loyalty was not supported. Credibility of the social media influencer is key to building a positive brand image, which builds trust, then loyalty, and that loyalty encourages Gen Z to engage more with adventure tourism. Some other factors thought to influence this process did not have a significant effect.These findings show that influencer credibility and trust are key factors in shaping Gen Z’s intention to engage in adventure tourism. Overall, the study offers guidance for marketers and tourism policymakers to build genuine and reliable influencer partnerships.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Nemzetközi Gazdálkodás Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Mű típusa:	TDK dolgozat
Kulcsszavak:	21th century, internetmarketing, interpersonal relations., trend, turizmus
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 16. 07:37
Utolsó módosítás:	2026. Ápr. 16. 07:37

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