The Effect of Social Media Influencer Marketing on Sustainable Tourist Behavior

Against the backdrop of a converged digital economy and social media landscape, online promotion is a pivotal driver of tourist decision-making and behavior. This study, based on the Knowledge–Attitude–Behavior (KAB) framework, investigates how digital promotion and influencer marketing shape tourists' sustainable tourism behavior via knowledge dissemination, attitude modulation, and social interaction. By systematically reviewing the literature on sustainable tourism, digital communication, and influencer marketing, we construct an integrated theoretical model: "Digital Communication → Cognitive Attitude → Sustainable Behavior," to articulate the psychological and social mechanisms guiding this process in the digital sphere. The findings suggest that online promotion, through the dual mechanisms of information transmission and social influence, not only enhances tourists' cognition of sustainable tourism but also cultivates behavioral intentions through social identity and emotional resonance. Moreover, social media interactivity and influencer social capital are found to moderate the translation of attitude into behavior. The primary theoretical contribution is the extension of the KAB model into a digital context, uncovering the dynamic mediating role of online influence in fostering sustainable behavior. The paper concludes by proposing future research avenues and practical implications, such as longitudinal and cross-cultural studies, and strategic optimization for digital tourism marketing.