Randomized trial investigates how influencer marketing affects sustainable tourism behavior, suggesting new insights for digital tourism strategies.
Key Points
This research aims to explore how digital promotion and influencer marketing influence sustainable tourist behavior through knowledge, attitudes, and social interactions.
Systematic review of literature on sustainable tourism and digital communication
Development of an integrated theoretical model linking digital communication to sustainable behavior
Investigation of the moderating effects of social media interactivity and influencer social capital
Online promotion significantly enhances tourists' knowledge of sustainable tourism
Social identity and emotional resonance cultivate positive behavioral intentions
The extended KAB model illustrates online influence's mediating role in fostering sustainable behavior