Purpose – To analyze whether, and to what extent, trust in digital influencers impacts the purchase behavior of ecotourism trips, considering the mediating roles of desire and information search.
Design/methodology/approach – A quantitative research design was employed through an online survey, yielding 558 valid responses. Data were analyzed using partial least squares structural equation modeling (PLS-SEM), operationalized in SmartPLS 4.
Findings – The results reveal that trust in the influencer is a pivotal factor, driving both consumption desire and information search, which together explain purchase behavior. Desire acts as an affective bridge between intention and action, while the information search plays a validating role. The analyses also demonstrated significant indirect effects, showing that part of the influencer’s impact occurs through the combined mediation of desire and information search, reinforcing the complexity of decision-making processes in ecotourism.
Practical implications – The theoretical and managerial implications suggest that influencer marketing has become a strategic tool in ecotourism. But to be effective, it should be guided by authenticity, consistency, and sustainability thereby strengthening emotional bonds and promoting more conscious consumption practices.
Originality/value – The originality of this study lies in its joint analysis of direct and indirect effects, revealing affective–cognitive mechanisms that are typically examined in isolation. By empirically demonstrating how digital influencers shape ecotourism travel decisions, it advances theoretical understanding of socio-affective mediations in this tourism activity and provides novel insights for communication and strategic management of destinations.
Research limitations – While the study contributes to understanding trust in digital influencers and its impact on purchase behavior, considering psychological and behavioral constructs, it does not address contextual factors, other tourism activities, or the specificity of the digital platforms used.
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Turismo: Visão e Ação, linked to the Graduate Program in Tourism and Hospitality - Master's and Ph.D., is a scientific journal published in a continuous flow system, with an interdisciplinary and international scope. According to Qualis/CAPES criteria (2017-2020), it is classified as 'A3' in the fields of Administration, Accounting Sciences, and Tourism. Registered with ISSN number 1983-7151, Tourismo: Visão e Ação began its activities in 1998 with printed publications in English and Portuguese. In 2008, it transitioned to an online publication, expanding its reach to a broader audience. It maintains a policy of being an open-access journal without submission or access fees. The abbreviated title for the journal is Tur., Visão e Ação, commonly used in bibliographies, footnotes, references, and bibliographic captions.
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