The effect of social media influencers' synchronous and asynchronous interactivity on revisit intention: mediating effects of inspiration and travel aspiration

Purpose – This study explores the usefulness of synchronous and asynchronous “social media influences” (SMIs) interactivity in “viewers’ inspiration toward online-explored tourism destinations” (VITODs), fostering “aspiration to travel” (ASPT) and influencing destination revisit intention (DRVI), grounded on the interactivity theory, “social presence theory” (SPT) and the “stimulus-organism-response” (S-O-R) model. Design/methodology/approach – A quantitative research method was employed, with questionnaire data collected through purposive sampling and data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The results indicate that SMIs' synchronous interactivity significantly enhances VITODs and DRVI, whereas asynchronous interactivity shows no significant effect. Moreover, VITODs positively affect ASPT and ASPT strongly predicts the DRVI. Finally, the mediating findings indicate that VITODs and ASPT significantly mediate the relationship between synchronous interactivity and DRVI. Practical implications – This study offers practical implications for destination marketing organizations (DMOs), SMIs and government-relevant bodies to properly utilize social media interactive strategies through real-time (live) online promotion of tourism destinations. Originality/value – This study is the first that reinforces the concept of SMIs' interactivity by assessing the effects of SMIs' synchronous interactivity (online real-time live communication/active interactivity) and asynchronous interactivity (online delayed responses to comments and messages/passive interactivity) on social media viewers' travel decisions. This study also contributes to synchronous interactivity and DRVI links by confirming the mediating effects of VITODs and ASPT.