INFLUENCER ATTRIBUTES AND DESTINATION LOYALTY: MEDIATING EFFECTS OF ENGAGEMENT AND ENJOYMENT
DOI:
https://doi.org/10.55197/qjssh.v7i3.1257Keywords:
enjoyment, engagement, destination loyalty, influencer attributesAbstract
This study aims to develop a conceptual framework to examine how influencer attributes influence destination loyalty in the context of Kota Belud, Sabah. Grounded in the Stimulus–Organism–Response (S-O-R) theory, the study investigates how influencer attributes, namely attractiveness, trustworthiness, and expertise (stimuli), affect tourists’ internal psychological processes, specifically enjoyment and engagement (organism), which subsequently shape destination loyalty (response). A quantitative approach will be adopted using a cross-sectional survey design targeting respondents who have prior exposure to influencer-generated tourism content. Data will be collected through structured online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study expects that influencer attributes will have both direct and indirect effects on destination loyalty through the mediating roles of enjoyment and engagement. The findings are expected to contribute theoretically by extending the application of the S-O-R framework in digital tourism marketing, while also providing practical insights for tourism stakeholders to develop effective influencer marketing strategies that enhance tourist engagement and foster long-term loyalty toward emerging destinations.
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