This study examines the influence of social media influencers on tourist engagement, focusing on how their attributes shape destination image and tourist motivation within natural tourism contexts. A quantitative approach was employed, collecting data from 446 respondents using a structured questionnaire, with analysis conducted through partial least squares structural equation modeling (PLS-SEM). The findings demonstrate that social media influencers significantly enhanced tourist engagement by improving destination image and fostering tourist motivation, which strengthens emotional connections with destinations and drives higher engagement levels. These results highlight the crucial role of influencers in shaping tourists' perceptions and behaviors. For tourism marketers and destination managers, integrating social media influencers into marketing strategies can enhance destination appeal, increase motivation, and promote meaningful connections with potential visitors through impactful campaigns. This research contributes to the literature by offering empirical evidence on the pathways through which influencers affect tourist engagement, providing actionable insights for optimizing marketing strategies in natural tourism.
Juliana et al. (Fri,) studied this question.