Travel Decisions and Influencers: A Study of the Impact Exerted on Tourist Travel Decision Making among Peruvian University Students

Albarran Taype R.; Pachas Fuentes M.O. · IBIMA Business Review (2025) · DOI: 10.5171/2025.682704

Resumen

This study is based on analyzing travel decisions, influencers and the impact exerted on tourist travel decision making among Peruvian university students. The research was characterized by having a quantitative approach. A survey was applied to 385 university students in Peru and it had 13 questions sections, divided in 2 parts, considering the demographic profile and general questions with a 5-point Likert-type scale. The results revealed that participants believe that social networks, especially TikTok and Instagram, influence their travel choices. The study also identified the three most impactful influencers and highlighted valued characteristics: authenticity, useful travel information, and showcasing affordable options for a good experience. Influencers who develop interesting and entertaining content that persuades and inspires followers are highly appreciated. At the same time, it was showed that influencers focus on cultural and traditional aspects, food, travel budget, safety and accessibility. Ideas such as archaeological experiences, raising awareness about endangered animals, developing tourism promotion apps, inclusive tourism, entertainment venues, internet connections, souvenir shops, hotel or Airbnb information, adventure travel, off-the-beaten-path places, local businesses and interactive experiences with locals are suggested to be considered in the influencer’s content to take better travelling decision making processes. Finally, the article also discusses the challenges for tourism entrepreneurs. In that sense, the Peruvian government needs to address technology infrastructure issues as many areas lack internet access to improve technological infrastructure and enhance digital skills among entrepreneurs. Government training programs could equip them with the necessary tools to thrive in a dynamic market. Copyright

Instituciones: Universidad Privada del Norte