Social Media Influencers Shaping Ecotourism Destination Branding

Abstract

Influencers can use large online followings to create awareness about the destination, answer the tourists' queries, and structure the destination image, environment, and sustainable accommodations while staying in a particular landscape. Moreover, influencers may promote the ecotourists' destination, grab the trust of their followers, and be a carrier of promoting eco-friendly activities at destinations. The theory of planned behaviour sets the direction for this study. It offers a thorough framework for clarifying the factors that may affect or limit persons' intentions to perform certain behaviours. TPB can assist tourists in understanding the motivations behind their choice of destination by analyzing the elements influencing ecotourism. Influencers who engage with ecotourists can shape their perceptions of a region by emphasizing its unique attributes, like captivating natural scenery and sustainable tourism practices.