The impact of Social Media Influencers, Influencer Transparency, and FOMO on tourist behavior: Generational Differences – Gen X, Millennials, and Gen Z

In the digital age, social media significantly shapes consumer behavior in the tourism. This study explores how exposure to social media influencers (SMIs), influencer transparency, and the fear of missing out (FOMO) affect tourist behavior across Generations X, Millennials, and Z. Data were collected from 552 respondents through an online questionnaire and analyzed using PLS-SEM and Multi-Group Analysis (MGA). The findings reveal generational differences, Generation X relies on influencer WOM and FOMO, driving impulsive purchases. Millennials are more cautios, with WOM and FOMO having weaker effects on impulsive behavior, and Generation Z is cost-conscious, with influencer exposure influencing travel intentions but not impulsive pruchases. Influencer transparency had limited impact across younger cohorts. MGA results indicated significant differences between Generation X and the other generations, with Millennials and Gen Z lacking compositional invariance. The study contributes theoretically by revealing the emotional, social and peer-driven aspects of travel behavior across generations. Practically, it provides actionable insights for tourism marketers seeking to design more targeted and effective influencer campaigns in the tourism industry.