The rise of digital platforms has significantly changed the way Generation Z connects with tourism. Among the many online voices, travel bloggers have become important figures who inspire and guide young travelers as they search for new experiences. Exploring how these influencers affect decision-making can offer valuable insights into both consumer psychology and the future of tourism. This research set out to examine how the characteristics of travel bloggers—expertise, credibility, reputation, content quality, and attractiveness—shape the inspiration and travel decisions of Generation Z. This research employed a quantitative approach, drawing on survey data from 400 Thai respondents aged between 18 and 25. Standardized questionnaires were used to capture perceptions of travel bloggers and subsequent tourism choices. Data were analyzed using Pearson correlation, multiple regression, and one-way ANOVA to identify significant patterns and predictive factors.
The results show that travel bloggers have a strong and positive influence on both travel inspiration and decision-making among Generation Z. Content quality and blogger credibility were the most powerful predictors, while expertise and attractiveness played secondary but meaningful roles. The analysis also revealed differences across demographic groups, suggesting that the impact of bloggers may vary by gender and travel frequency. This research highlights the role of travel bloggers as more than entertainers: they function as trusted opinion leaders who can shape tourism behaviors and attitudes. The findings contribute to applied psychology by deepening understanding of digital influence and parasocial interaction in consumer contexts. At a practical level, the study underscores the importance of collaborations between bloggers, tourism boards, and businesses in promoting culturally sensitive and sustainable forms of tourism that align with global development goals.