Influencers as modern travel agents : a study of their role in shaping travel trends and destinations

Abstract

In the digital age, social media influencers play an important role in shaping travel behavior and destination choices, acting as modern-day travel agents. This study examines how micro-influencers in Lithuania influence travel trends through authentic content, audience engagement, and brand collaborations. Using qualitative and quantitative methods, including semi-structured interviews, surveys, and content analysis, the study examines how influencers balance advertising with authenticity. The study focuses on platforms such as Instagram to highlight the impact of influencers on consumer decision-making and tourism marketing. The results of the study provide insights into the changing role of influencers in the travel sector and offer practical recommendations for marketers and tourism professionals seeking to promote authentic and responsible tourism.