Mediating Role of Source Quality, Source Credibility, Source Attractiveness on the Relationship between Social Media Influencer and Desire to Travel

Abstract: This study explored the mediating role of source quality, credibility, and attractiveness in the relationship between social media influencers and the desire to travel among Saudi Arabian citizens. This study used a quantitative cross-sectional research approach, and data was collected from 238 active Saudi citizens interacting with Snapchat influencer accounts. The analysis proved that source credibility was significant and enhanced the influence of SM influencers on travel intention most out of all. The source quality also played an important role, proving that reading the written, selected, and proven text increases the desire to travel. Furthermore, the source attractiveness enhanced the overall linkages, which underlined the efficiency of the appreciated aesthetics and novelty of influencers. These implications have significant implications for tourism marketing in Saudi Arabia especially under Vision 2030 since the study highlights the need for adopting credible, high-quality, and attractive influencers to develop persuasive travel-related narratives that foster travel intentions. Keywords: Social Media Influencers, Source Credibility, Source Quality, Source Attractiveness, Desire to Travel JEL Classification Number: M31, M37, M39