The use of influencer marketing in travel agencies: A tool for building motivation to purchase tours

With the rise of digital platforms and the ongoing transformation of consumer behaviour, influencer marketing has become a key component of communication strategies within the tourism industry. This master's thesis examines the impact of influencer marketing on the purchasing decisions of Generation Z in the context of travel agencies. The primary objective was to identify the factors that motivate this generation to purchase tours based on influencer recommendations. The theoretical framework integrates the specifics of influencer marketing in tourism with psychological mechanisms of influence, specifically the Travel Career Pattern (TCP) theory and the concepts of parasocial relationships and self-congruity. These foundations serve as the basis for quantitative research conducted on a sample of 154 Generation Z respondents. Using hierarchical binary logistic regression in the jamovi software, the study found that purchasing decisions for high-cost products are subject to strong rational control, with perceived transparency acting as a necessary "hygiene factor" rather than a direct purchase stimulus. Surprisingly, the need for social recognition emerged as the strongest individual predictor of purchase intention, suggesting a gap between stated motivations and actual stimuli within the social media environment. The findings provide a basis for practical recommendations focusing on creator expertise and strategic use of the "uniqueness of experience" motive, which can assist travel agencies in optimising their marketing communication.