Digital platforms have transformed tourism decision-making, particularly among Generation Z, who rely heavily on influencer-generated content for travel inspiration. In Thailand, travel bloggers have become key intermediaries shaping destination perceptions through visually rich narratives and algorithmically amplified content. Despite growing research on influencer marketing, three gaps remain. First, limited empirical evidence exists in Southeast Asian contexts. Second, prior studies rarely integrate multiple blogger attributes (expertise, credibility, reputation, content quality, and attractiveness) into a unified predictive model. Third, psychological mechanisms—particularly inspiration and eco-psychological responses—remain underexplored in tourism research. This study addresses these gaps by examining how blogger attributes influence travel inspiration and decision-making among Thai Generation Z, incorporating parasocial interaction theory and eco-psychological perspectives.

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Keywords: travel bloggers, generation Z, tourism decision-making, consumer psychology, parasocial