INFLUENCERS AS CO-CREATORS: A STUDY ON COLLABORATIVE CONTENT IN DESTINATION BRANDING

This study investigates the strategic role of influencers as co-creators in destination
branding, focusing on how collaborative digital content influences audience perceptions and
travel intentions. Using a mixed-methods approach, the research draws on survey data from 150
respondents and qualitative insights from content analysis and stakeholder interviews. Constructs
such as co-creation quality, perceived authenticity, emotional engagement, source credibility, and
perceived local impact were measured using a validated multi-section questionnaire. Structural
equation modeling (SEM) revealed strong causal pathways linking co-created content to increased
brand authenticity, emotional connection, and intention to visit, with local sustainability
perception partially mediating the effect. Source credibility moderated the engagement–intention
relationship, underscoring the need for culturally aligned influencer partnerships. The findings
offer empirical support for destination marketers to adopt stakeholder-sensitive, ethically driven
content strategies that amplify local narratives and sustainable tourism goals.