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How to move you? The persuasive effects of influencer narrative styles in recommending tourism activities
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DOI：10.1016/j.tourman.2026.105503.png)
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Abstract
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Influencers exert significant promotional effects in tourism marketing; however, few empirical studies have examined how different types of tourism activities can strategically leverage these effects through influencer narrative style. To address this gap, this study draws on Heuristic-Analytic Theory to investigate how personal and professional narrative styles align with relaxing and challenging tourism activities to maximize influencers’ persuasiveness. The study analyzes secondary data from 1187 social media posts and conducts three scenario-based experiments with 1438 participants. Results show that personal narrative style is more persuasive for relaxing activities, whereas professional narrative style works better for challenging activities. Moreover, experience resonance and knowledge acquisition are identified as key underlying mechanisms. Notably, the study introduces temporal distance in travel decision as a moderator, highlighting the importance of dynamic temporal cues in influencer recommendations. The findings provide valuable theoretical contributions and practical implications for optimizing influencer marketing strategies in the tourism context.
Keywords:
Influencer
Narrative style
Tourism activity
Persuasiveness
Heuristic-analytic theory
Temporal distance
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