Using influencer marketing to raise ecological awareness concerning the tourism sector

Abstract

This research is looking into the feasibility of using influencer marketing to good purpose to encourage young people to travel in a low-impact way. To do so, the link between the three themes of influencer marketing, excessive tourism and ecological awareness was analysed to determine whether influencer marketing can be used as spokespeople for environmental concerns, particularly in the tourism sector. The results show that, yes, influencers can actually be used as a means of educating and raising awareness among young consumers concerning tourism. Several reasons were offered: they are the new reference in terms of travel, their content on social networks contributes to mass tourism and they have a real impact on their followers.

However, the findings reveal that there are still some barriers explaining why there is a lack of consideration of environmental concern in influencers' content. In addition, criteria that are essential to the success of strategies involving influencers were raised.