Why do we stop trusting influencers? : the credibility and trustworthiness of social media contentas a source of information before a tourist travel

It is now widely acknowledged that social media represents a source of information for individuals planning travel itineraries. The content available on these platforms, including that created by influencers, is evaluated to be credible and to influence decision-making processes. However, the sheer volume of content can also result in information overload and social media fatigue, among other issues. Consequently, attitudes towards this content become increasingly critical, which can complicate or even render impossible the process of decision-making. The present study aims to explore the reasons behind the decline in credibility and trust in content created by influencers according to individuals who use social media when preparing for a travel. To this end, a series of one-on- one interviews were conducted from August to September 2023 with participants aged 18 to 60 (n = 38). Thematic analysis identified seven main reasons contributing to the decline in credibility and trust in influencergenerated content. The following reasons have been posited: (1) ostentatious advertising, (2) style / manner of narration, (3) „filtering” of information, (4) comparison with own knowledge, (5) lack of expected information, (6) negative experiences, (7) lack of alternatives.