The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior

Xuan Wang; Zhipeng Su; Xuqian Li; Xiushan Liang; Hao Wen; Chun Tong

doi:10.47297/wspdecWSP2515-797321.20261001

PDF
Export
Share
Collection
Album

The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior

Volume 10, Issue 1

Views: 0 Downloads: 0

The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior
The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior
1.Guangdong Engineering Polytechnic, Guangzhou, Guangdong, 510000, China
2.Shenzhen Polytechnic University, Shenzhen, Guangdong, 518055, China
Vol. 10, Issue 1, Pages: 105-109(2026)
Published：30 January 2026
DOI：10.47297/wspdecWSP2515-797321.20261001
Accepted：

Scan QR Code

Wang Xuan,Su Zhipeng,Li Xuqian,et al.The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior[J].Development Economics of China,2026,10(01):105-109.
DOI：

Wang Xuan,Su Zhipeng,Li Xuqian,et al.The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior[J].Development Economics of China,2026,10(01):105-109. DOI： 10.47297/wspdecWSP2515-797321.20261001.

摘要

Abstract

Against the backdrop of a converged digital economy and social media landscape

online promotion is a pivotal driver of tourist decision-making and behavior. This study

based on the Knowledge–Attitude–Behavior (KAB) framework

investigates how digital promotion and influencer marketing shape tourists' sustainable tourism behavior via knowledge dissemination

attitude modulation

and social interaction. By systematically reviewing the literature on sustainable tourism

digital communication

and influencer marketing

we construct an integrated theoretical model: "Digital Communication → Cognitive Attitude → Sustainable Behavior

" to articulate the psychological and social mechanisms guiding this process in the digital sphere. The findings suggest that online promotion

through the dual mechanisms of information transmission and social influence

not only enhances tourists' cognition of sustainable tourism but also cultivates behavioral intentions through social identity and emotional resonance. Moreover

social media interactivity and influencer social capital are found to moderate the translation of attitude into behavior. The primary theoretical contribution is the extension of the KAB model into a digital context

uncovering the dynamic mediating role of online influence in fostering sustainable behavior. The paper concludes by proposing future research avenues and practical implications

such as longitudinal and cross-cultural studies

and strategic optimization for digital tourism marketing.

关键词

Keywords

references

Dolnicar S . ( 2010 ). Identifying tourists with smaller environmental footprints . Journal of Sustainable Tourism , 18 ( 6 ), 717 – 734 .

Holmes M. R. , Dodds R. , & Frochot I . ( 2021 ). At home or abroad, does our behavior change? Examining how everyday behavior influences sustainable travel behavior and tourist clusters . Journal of Travel Research , 60 ( 1 ), 102 – 116 .

Hu H. , Zhang J. , Chu G. , Yang J. , & Yu P . ( 2018 ). Factors influencing tourists' litter management behavior in mountainous tourism areas in China . Waste Management , 79 , 273 – 286 .

Juvan E. , & Dolnicar S . ( 2016 ). Measuring environmentally sustainable tourist behaviour . Annals of Tourism Research , 59 , 30 – 44 .

Kim S. J. , Maslowska E. , & Tamaddoni A . ( 2019 ). The paradox of (dis)trust in sponsorship disclosure: The characteristics and effects of sponsored online consumer reviews . Decision Support Systems , 116 , 114 – 124 .

Lange F. , & Dewitte S . ( 2019 ). Measuring pro-environmental behavior: Review and recommendations . Journal of Environmental Psychology , 63 , 92 – 100 .

Liu A. , Ma E. , Qu H. , & Ryan B . ( 2020 ). Daily green behavior as an antecedent and a moderator for visitors' pro-environmental behaviors . Journal of Sustainable Tourism , 28 ( 9 ), 1390 – 1408 .

Lu J . -L., & Wang C . -Y . ( 2018 ). Investigating the impacts of air travellers' environmental knowledge on attitudes toward carbon offsetting and willingness to mitigate the environmental impacts of aviation. Transportation Research Part D: Transport and Environment, 59 , 96 – 107 .

Mangold W. G. , & Faulds D . J . ( 2009 ). Social media: The new hybrid element of the promotion mix. Business Horizons , 52 ( 4 ), 357 – 365 .

Alert me when the article has been cited

Submit

No data

Related Author

No data

Related Institution

No data

⁰