Assessing the Role of Social Media Influencers on the Tourist Destination Choice Applying on Luxor

Document Type : Original Article

Authors

1 Tourism Studies , faculty of Tourism and hotel, Minia University

2 Head of Tourism Studies Department Minia University

3 Associate Professor, Hotel Management Department, Faculty of Tourism and Hotels, Minia University

Abstract

SSocial media influencers (SMIs) have emerged as key drivers in shaping tourists’ perceptions and influencing destination choices. However, their role in promoting heritage-rich cities like Luxor remains insufficiently examined. The research aims to addresses this gap by proposing a structured digital marketing framework that fosters collaboration with influencers while promoting authentic cultural representation. A quantitative descriptive-analytical approach was adopted, using an online questionnaire completed by 432 domestic and international tourists who had visited Luxor. Data were analyzed using SPSS (v27), with regression analysis indicating a statistically significant relationship between influencer-generated content and tourists’ travel intentions, particularly among younger and highly educated respondents. The findings underscore the potential of targeted influencer collaborations to enhance destination appeal and visitor engagement. The study recommends integrating carefully selected SMIs into coordinated campaigns that emphasize Luxor’s historical identity, supported by measurable performance indicators. It further calls for promoting lesser-known sites through authentic and culturally sensitive content. 

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