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

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The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior

10卷第1期

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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
2026年10卷第1期页码：105-109
纸质出版：2026-01-30
DOI：10.47297/wspdecWSP2515-797321.20261001
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Xuan Wang, Zhipeng Su, Xuqian Li, Xiushan Liang, Hao Wen & Chun Tong. (2026). The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior. 发展经济学, 10(1), 105-109.

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.
Xuan Wang, Zhipeng Su, Xuqian Li, Xiushan Liang, Hao Wen & Chun Tong. (2026). The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior. 发展经济学, 10(1), 105-109. DOI： 10.47297/wspdecWSP2515-797321.20261001.

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.

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Keywords

references

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