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Updated: Jan 20, 2026

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Influencer Marketing in Rural Tourism: Enhancing Destination Image and Encouraging Homestay Choices.

Rohit Chauhan1, Alka Shaktan2, Ankit Shukla3

  • 1Mittal School of Business, Lovely Professional University, Phagwara, Punjab, 144402, India.

F1000Research
|January 19, 2026
PubMed
Summary
This summary is machine-generated.

Travel influencers boost rural tourism by enhancing destination image, not direct persuasion. Rural image perception strongly predicts homestay intentions, highlighting authentic storytelling

Keywords:
Travel Influencers; Rural Tourism; Homestay Intentions; Destination Image; Theory of Planned Behaviour (TPB); Influencer endorsement; Rural image; Subjective norm

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Area of Science:

  • Tourism Studies
  • Marketing
  • Behavioral Science

Background:

  • Rural tourism is underdeveloped but vital for sustainable development.
  • Travel influencers impact tourist perceptions and reduce homestay uncertainties.
  • Digital storytelling and endorsements shape travel decisions.

Purpose of the Study:

  • To examine influencer endorsements' impact on rural homestay intentions.
  • To apply the Theory of Planned Behavior to rural tourism.
  • To understand factors influencing urban tourists' rural homestay decisions.

Main Methods:

  • Structural equation modeling (SEM) was used for analysis.
  • Data collected from 216 urban tourists in Northern and Central India.
  • The Theory of Planned Behavior (TPB) framework guided the study.

Main Results:

  • Rural image perception is the primary driver of homestay intentions.
  • Subjective norms have a weaker but significant influence.
  • Influencer endorsements indirectly enhance destination image, influencing behavior.

Conclusions:

  • Cognitive evaluations (image perception) are more critical than normative pressures in rural tourism.
  • Authentic storytelling and image-building are key for rural tourism promotion.
  • Destination marketers should leverage influencers for indirect persuasion.