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Granfluencers and the power of positive ageing in tourism marketing

Rashid Saeed et al.

Tourism Management2026https://doi.org/10.1016/j.tourman.2026.105397article
AJG 4ABDC A*
Weight
0.50

Abstract

As older adults increasingly engage with travel and tourism, marketers face challenges representing ageing in an inclusive way. The rise of “granfluencers” or older social media influencers who defy ageing stereotypes offers tourism brands a means of connecting with their audiences. However, little is known about how tourism marketing can employ age-defying portrayals to shape consumer responses. This research examines when and how granfluencers influence consumer attitudes and purchase intentions in different tourism contexts. Across three experimental studies, we demonstrate that old-age-defying granfluencers positively influence attitudes toward the influencer and tourism brands and purchase intention. Additionally, we confirm that these favorable consumer attitudes and purchase intentions arise because old-age-defying granfluencers evoke greater hope. Findings highlight the strategic value of granfluencers in tourism marketing for shaping tourism experiences and expanding the representational possibilities of age, demonstrating that stereotype-defying portrayals offer a meaningful pathway to more inclusive, engaging, and effective communication.

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https://doi.org/https://doi.org/10.1016/j.tourman.2026.105397

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@article{rashid2026,
  title        = {{Granfluencers and the power of positive ageing in tourism marketing}},
  author       = {Rashid Saeed et al.},
  journal      = {Tourism Management},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1016/j.tourman.2026.105397},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.