The Impact of Travel Influencers on Domestic Tourists’ Behaviour in Algeria

Abstract

This study examines the impact of travel influencers on domestic tourist behaviour in Algeria, focusing on four dimensions: influencer credibility, content quality, parasocial relationship strength, and electronic word-of-mouth (eWOM) perception. A quantitative research approach was adopted, and data were collected through a structured questionnaire administered to Algerian social media users who follow travel influencers. The collected data were analyzed using appropriate statistical techniques to assess the relationships between the study variables. The findings indicate that travel influencers have a positive influence on domestic tourist behaviour. Influencer credibility, content quality, parasocial relationships, and eWOM perception were all found to contribute to shaping tourists’ travel-related decisions and behaviours. The study highlights the growing importance of digital influencer marketing in promoting domestic tourism and demonstrates how social media content can affect destination awareness and travel choices among Algerian tourists. The research provides practical implications for tourism stakeholders, suggesting that collaboration with credible travel influencers and the development of engaging digital content can enhance tourism promotion efforts and encourage domestic travel. The study also contributes to the existing literature by providing empirical evidence from the Algerian context, where research on influencer marketing and tourism remains limited