Granfluencers and the power of positive ageing in tourism marketing

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 intentio