Abstract:

This study, based on a sample of 385 university students in Peru, analyzes the impact of influencers on tourism travel decision-making. A quantitative survey revealed that participants believe social networks, especially TikTok and Instagram, influence their travel choices. The study also identified the three most impactful influencers and highlighted valued characteristics: authenticity, useful travel information, and showcasing affordable options for a good experience. Influencers who develop interesting and entertaining content that persuades and inspires followers are highly appreciated. The article also discusses challenges for tourism entrepreneurs and the Peruvian government, emphasizing the need to improve technological infrastructure and enhance digital skills among entrepreneurs. Government training programs could equip them with the necessary tools to thrive in a dynamic market.