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.
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Tourism is a social phenomenon in which people take a momentary vacation from their routine to interact with others from diverse lifestyles, cultures, and experiences (Gössling, Scott, & Hall, 2021). It is a notion that incorporates several variables, making it one of the most important sectors with a significant impact on a country's economic structure. Tourism is some nations' primary income source (Crespi & Lanza, 2020). Tourism is one of the fastest-growing businesses, projected to increase from 1.4 billion in 2020 to 1.8 billion in 2030 (UNWTO, 2021). Tourism contributes 2.8% of the GDP in Pakistan, and 7% comprises associated industries, providing 1.4 million direct jobs and 3.6 million jobs in related industries (Government of Pakistan, 2019). However, the current situation of the tourism region in Pakistan is below average, with Pakistan ranking 121 out of 140 countries in the Global Tourism Index (World Economic Forum, 2021). Regarding commercial enterprise journey and cultural resources, Pakistan ranks 56 out of 140 nations, while in terms of price competitiveness, Pakistan is ranked 37 out of 140 countries (World Economic Forum, 2021).
On the other hand, ecotourism is a blend of biological systems and the travel industry (Zaman et al., 2022). The ecotourism affiliation characterizes ecotourism as mindful travel to lovely normal regions to safeguard the climate and further develop the prosperity of neighborhood individuals. Ecotourism creates an endless, biological inner voice and assists with safeguarding eco-focused values and moral qualities connected with nature. The fundamental motivation for ecotourism is to cause travelers to figure out the significance of not upsetting creatures, plants, and their environments. Ecotourism is a blend of conservation, profit, and local people, with a double objective of preserving biodiversity and promoting sustainable development (Wearing & Neil, 2009).
Pakistan is considered one of the most famous countries with many tourist destinations due to its different topography (Ahmad et al., 2020). Additionally, Pakistan is one of 12 countries rich in biodiversity, owing to its rich cultural heritage (Government of Pakistan, 2018). Using social media platforms for promoting and marketing capabilities benefits companies, including Small and Medium Enterprise Units. This type of advertising offers practical benefits, showcasing client assistance, innovative work, finance, advertising, and HR (Arca, 2012). When used efficiently, social media can be a powerful commercial enterprise device, enabling organizations to attain their clients, emerging the concept of social media advertising (whatis.techtarget.com, 2017).
With an increasing number of people joining social media channels daily, entrepreneurs must use these networks to connect clients, create brands, generate loyalty, enhance sales, and track social media ad performance, among other things. Social media advertising is less expensive than traditional media for targeting the correct customer, generating leads, increasing conversions, generating a higher ROI, and reaching a larger audience. It also aids in attracting and satisfying customers, raising brand awareness and loyalty, and improving SEO (Smith, 2017).