• M.KEERTANA
• Dr.C. Vijay Vishnukumar

This research investigates how travel influencers use social media to promote destinations and sway traveler choices. Traditional tourist marketing methods have changed as a result of the emergence of social media platforms, giving more weight to influencer-driven campaigns and user-generated content. The study examines how travel influencers shape location knowledge and travel habits, using Chennai as a case study. A structured survey with a sample size of 242 participants was used to gather data utilizing a quantitative technique and simple random sampling. Multiple linear regression, correlation analysis, followed by T-tests were used to evaluate the relationship between influencer credibility, engagement levels, and the likelihood of visiting a place. The study's findings demonstrate that influencers with high engagement rates significantly increase their followers' knowledge of places and affect their travel decisions. Furthermore, compared to conventional marketing strategies, influencers' relatability and trustworthiness were proven to strengthen emotional bonds and increase the persuasiveness of their material. The findings highlight how social media influencers may effectively create genuine, captivating content that appeals to prospective tourists and raises awareness of tourism destinations. In order to maintain long-term destination awareness and draw repeat visitors, influencer connections are crucial, as this study highlights for destination marketing firms. The study offers useful suggestions for upcoming influencer-based marketing campaigns and adds to the expanding corpus of research on the function of digital marketing in the travel industry

Destination, Influencers, Social-media, Tourism, Travel.

"HARNESSING THE POWER OF TRAVEL INFLUENCERS ON SOCIAL MEDIA TO ENHANCE DESTINATION VISIBILITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.g291-g299, May-2025, Available :http://www.jetir.org/papers/JETIR2505729.pdf

"HARNESSING THE POWER OF TRAVEL INFLUENCERS ON SOCIAL MEDIA TO ENHANCE DESTINATION VISIBILITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppg291-g299, May-2025, Available at : http://www.jetir.org/papers/JETIR2505729.pdf