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Saing, Tithdane (2025) Factors influencing audience’s visit intention: AI Influencer as a destination endorser. Masters thesis, Dublin, National College of Ireland.
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Abstract
Companies have been leveraging the potential of social influencers to promote their products and services. There is no exception for tourism industry and destination marketing. Extensive studies have been proving the effectiveness of these social media persons in influencing their audience behavioural intention. Nonetheless, there is a gap in understanding what factors influence the intention when it comes to AI as an endorser. Humanisation of AI figure is one of the most important elements in the context of application of AI in human interaction. Source credibility and parasocial interaction have been utilised to evaluate the effectiveness of the endorsers, be it celebrities, social media influencers or AI influencers. Incorporating the three concepts, this study provides an additional understanding of its impact on audience visit intention. This study employs quantitative research method to examine the relationships. That said, a survey questionnaire adapting from previous studies was used to collect data from 210 respondents. Then, quantitative analysis on SPSS using multiple regression was employed to study the relationship of the three concepts and visit intention. The result reveals that source credibility and para-social interaction have positive effects on audience’s intention to visit while the relationship between anthropomorphsim and the intention was not detected.
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