JOURNAL ARTICLE

Beyond travel! What's TRENDing in sustainable tourism? An investigation through the lens of travel influencers'.

  • Published In: Tourism & Hospitality Research, 2026, v. 26, n. 2. P. 326 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Saini, Harish; Kumar, Pawan; Kalia, Prateek 3 of 3

Abstract

This study investigates factors that social media travel influencers (SMTIs) perceive as contributing to the long-term sustainable success of tourist destinations. Through qualitative interviews with 22 SMTIs active on platforms like Instagram, YouTube, and Facebook, the research identifies five key factors summarized by the acronym TREND: Timings of content sharing, Responsible behavior, Engagement with followers, promotion of Natural attractions, and Destination image. The findings highlight SMTIs’ roles in influencing tourist behavior, promoting responsible travel, and shaping destination perceptions, while also acknowledging challenges such as overtourism and environmental degradation. The study offers insights for tourism marketers, local communities, and policymakers on leveraging SMTIs to foster sustainable tourism development, emphasizing collaboration among stakeholders to balance tourism growth with ecological and cultural preservation.

Additional Information

  • Source:Tourism & Hospitality Research. 2026/04, Vol. 26, Issue 2, p326
  • Document Type:Article
  • Subject Area:Environmental Sciences
  • Publication Date:2026
  • ISSN:1467-3584
  • DOI:10.1177/14673584241295561
  • Accession Number:192308723
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