Abstract

• This study investigates the impact of social media influencers’ credibility on the travel intentions of domestic travelers in Myanmar. Drawing upon Source Credibility Theory, the research focuses on three key dimensions of influencer credibility: expertise, trustworthiness, and attractiveness. A quantitative approach was employed, utilizing convenience sampling to collect data from 150 domestic travelers across major travel points in Yangon between 4th and 18th August 2024. Descriptive statistics, correlation analysis, and multiple linear regression were conducted to assess the relationships between variables. The findings reveal that all three dimensions significantly influence travel intentions, with expertise emerging as the most influence factor followed by trustworthiness and attractiveness. The study concludes that influencers who provide authentic, knowledgeable, and visually engaging content can strongly shape domestic travelers’ behaviors. It recommends that tourism stakeholders collaborate with credible influencers who combine expertise with trust-building strategies to effectively promote domestic destinations.