Social media influencers who are passionate about environmental causes can help the tourism industry inspire tourists to engage in pro-environmental behavior to help mitigate waste and pollution, according to a new study from researchers in the Penn State School of Hospitality Management.
Social media influencers who are passionate about environmental causes can help the tourism industry inspire tourists to engage in pro-environmental behavior to help mitigate waste and pollution, according to a new study from researchers in the Penn State School of Hospitality Management.
The research team found that influencers who are highly passionate about sustainability lifestyles — coined “green influencers” — can increase tourists’ environmental support through social media messaging. The researchers also found that environmental support, or backing waste reduction and wildlife conservation efforts, can be passed along to tourists via social media when influencers display less passion but do convey strong, specific goals.
Led by Penn State Assistant Professor of Hospitality Management Anni Ding, the research team published its findings in the Journal of Sustainable Tourism.
Read more at Penn State
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