Green power of influencers: Shaping sustainable consumer behaviour in the tourism industry

In the era of widespread social media use, travel influencers have become immensely popular, serving as a significant source of inspiration for travellers globally.This paper aims to examine how travel influencers not only stimulate travel but also influence tourists' behaviour, particularly in the context of sustainability.The goal is to understand the extent to which these influencers shape tourists' preferences for sustainable travel, encompassing choices related to eco-friendly destinations, responsible itinerary planning, environmentally conscious lodging selections, and sustainable activity preferences.Furthermore, this paper scrutinizes the perceived credibility and trustworthiness of travel influencers among tourists and explores their potential role in shaping eco-conscious attitudes.By gaining a comprehensive understanding of how travel influencers impact tourists' sustainable behaviour, industry stakeholders can devise more effective marketing strategies and cultivate collaborations that cater to the distinctive preferences and concerns of this target audience within the tourism sector.