Effects of Influencer Content Characteristics and Credibility on Travel Decision Among Thai Generation Z Tourists

Despite the growing importance of influencer marketing in tourism, research examining its impact in Thailand, remains limited. This study investigates the integrated effects of influencer content characteristics, namely content quality, appeal, and usefulness, and influencer attributes, including credibility, expertise, and fame, on the travel decision of Thai generation Z tourists. Using a structured questionnaire distributed to a representative generation Z sample, the research employs multivariate analyses, including regression and structural equation modeling, to assess the predictive power of both content and attributes. Results reveal that content usefulness is the strongest predictor of travel decisions, followed by content appeal, while content quality has a limited direct effect. Among influencer attributes, expertise and credibility are more influential than fame. Notably, gender does not significantly moderate these relationships. These findings advance the understanding of digital influence in tourism for marketers seeking to engage generation Z audiences in Thailand and similar contexts.