Abstract:

This research aims to investigate and analyze the impact of trust in social media influencers on the pre-cover behavior of the Z generation. In this framework, an online survey application was carried out with 497 students of the Z-generation who received tourism education at university level with the easy sampling method. In the study, the recommended research model was analyzed using PLS-YEM and the conformity of the recommended model was assessed according to various conformity criteria. The analysis found that the confidence in social media influencers has a positive impact on the assessment of travel desire and alternatives, but it has no meaningful impact on the search for information. It has been determined that the desire for travel has a positive impact on the search for information and the search for information on the assessment of alternatives. Finally, in the relationship between confidence and information search to social media influencers, the role of mediation of travel desire is supported; in the relationship between confidence to social media influencers and the assessment of alternatives, the role of mediation of information search is not supported.

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