From content perception to travel intention: how Generation Z evaluates influencer post

This study examines how Instagram influencer – generated content shapes Generation Z’s perceptions, willingness to seek more information, and influencer-induced behavioural intention within the context of urban tourism, focusing on Portuguese Generation Z as the study population. Drawing on Uses and Gratifications Theory (UGT) and the Elaboration Likelihood Model (ELM), the research examines how content enjoyability and originality shape perceptions of usefulness, credibility, and commercial orientation, and how these perceptions subsequently influence followers’ willingness to seek more information and their influencer-induced behavioural intention. A quantitative research design was employed using structural equation modelling (SEM), based on survey data collected from 378 Portuguese Generation Z participants. The findings indicate that Generation Z responds most positively to influencer content perceived as enjoyable, original, and credible, while excessive commercialisation risks undermining these effects by reducing credibility. By focusing on Instagram as a key platform for travel inspiration, this study contributes to urban tourism research by clarifying the psychological mechanisms through which influencer marketing influences destination evaluation among digital-native audiences. The findings offer actionable insights for destination marketing organisations (DMOs) and urban tourism stakeholders seeking to design influencer strategies aligned with Generation Z’s media motivations and travel decision-making processes.