The Impact of Social Media Influencers on Attitudes toward Local Food and Behavioral Intentions: A Study on Foreign Tourists Visiting Bali

Thio, Sienny and Palumian, Yonathan (2025) The Impact of Social Media Influencers on Attitudes toward Local Food and Behavioral Intentions: A Study on Foreign Tourists Visiting Bali. [UNSPECIFIED]

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Abstract

The rapid growth of social media has transformed the way people interact and communicate globally. This study investigates the role of social media influencers in shaping foreign tourists� attitudes toward local food and their behavioral intentions, with a particular focus on the mediating role of attitudes toward local food. Data were collected through self-administered questionnaire surveys from 201 international tourists visiting Bali between July and August 2023. The Partial Least Squares Structural Equation Modeling (PLS-SEM) technique, implemented via SmartPLS 4.0, was employed to analyze the proposed causal relationships among social media influencers, attitudes toward local food, and behavioral intentions. The findings reveal that social media influencers positively and significantly impact foreign tourists behavioral intentions. Additionally, attitudes toward local food have a significant positive effect on behavioral intentions. However, social media influencers does not significantly influence tourists� attitudes toward local food. Furthermore, attitudes toward local food does not mediate the relationship between social media influencers and behavioral intentions. This study offers valuable insights for destination marketers aiming to attract more visitors and enhance destination promotion by strategically leveraging social media influencers.

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