Modeling the Impact of Social Media Influencers on Intention to Visit Ecotourism Destinations in the Global South

Abstract

Social media influencers promote ecotourism by sharing their personal experiences, opinions, and recommendations about eco-friendly destinations with their followers. Moreover, social media influencers can encourage their followers to adopt eco-friendly travel practices, such as reducing their carbon footprint, using public transportation, and staying at eco-friendly accommodations. To investigate the influence of social media influencers on ecotourism, an online survey was conducted with 500 active social media users. The study's results showed that social media influencer expertise, credibility, and interactivity significantly influence the intentions to visit ecotourism sites. Therefore, it can be concluded that social media influencers are crucial in promoting ecotourism by using their large online following to generate interest in sustainable travel and raise awareness about environmental issues. Their efforts can increase demand for eco-friendly travel options and contribute to preserving the environment.