Dealing with travel influencers: Opportunity or threat?

Achilleas Boukis*, Delphine Caruelle, Lloyd C Harris

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Abstract

This work offers a firm perspective on the travel influencer (TI) literature by investigating how employees evaluate TI threat-framed requests. Drawing on three experimental studies with employees in the hotel industry, we provide insights into how they process and respond to different forms of TI requests. Study 1 shows that employees are less likely to accept the TI's request for collaboration when this request is framed as a threat (vs. an opportunity) but are more likely to experience a negative emotional state from dealing with this request. Study 2 replicates these effects in a high-knowledge decision-making context. Study 3 shows that TIs' perceived power impacts employees' willingness to accept the TI's request for collaboration and moderates how employees experience different request framings in their affective evaluations. Our findings contribute to the developing TI literature and provide insights on how TIs should adapt their communication style to initiate partnerships with hotels.
Original languageEnglish
Article number105112
JournalTourism Management
Volume108
Early online date13 Dec 2024
DOIs
Publication statusE-pub ahead of print - 13 Dec 2024

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