This study use qualitative research methodologies to analyse the communication patterns of nano-influencers in relation to travel decision-making. Data was collected through comprehensive interviews with travel nano-influencers who are in Thai travel industry 12 participants with snowball sampling and content analysis of travel-related material from social media. The research found that nano-influencers use a blend of credibility, narrative, and persuasion to influence their followers' decisions. Essential elements are (1) proficiency, shown by the provision of precise and comprehensive travel information, (2) trustworthiness, shown by sharing of authentic experiences, and (3) appeal, characterized by a personable attitude and interesting presentation. Furthermore, narrative that is rational and accessible to audiences greatly inspires them. The tourism industry may use these study results to build marketing communication and public relations initiatives using nano-influencers.

Authors:
Yukolwat Bhakdechakriwut, Srinakharinwirot University, Thailand

About the Presenter(s)
Full-time Lecturer, Department of Communication Innovation, College of Social Communication Innovation
Srinakharinwirot university (2014 - Present)

See this presentation on the full schedule – Thursday Schedule

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