The role of travel influencers in sustainable tourism development

Abstract

Tourism, as one of the main industries at the global level, can provide many benefits, primarily economic, however the growing trend of tourist travel has begun to cause incalculable damage to the environment, cultural heritage and to affect the lifestyle of the local population of tourist destinations. In recent years, sustainable development in tourism has emerged as a necessity, but in order for such processes to be adequately completed, it is necessary to reprogram people's awareness of environmental protection, consumption of sustainable products, healthy lifestyles and preservation of tourist destinations. The rapidly evolving digital environment has become an indispensable tool for marketing professionals. It is possible to communicate more efficiently with the target market through internet-based platforms. Influencers have played a major role in influencing other members of society even before the advent of digital technologies. However, electronic word-of-mouth communication (eWOM), as a form of word-ofmouth communication in the digital environment, can be a very successful tool for influencing consumer attitudes, including attitudes towards sustainable tourism development. Today, travel influencers play a particularly important role on social networks. If the influencers are focused on a healthy lifestyle, environmental protection and the development of sustainable tourism, there is a good chance that their followers will adopt such behavior. Given that eWOM communication can have a viral effect, it is very likely that such positive information will continue to spread exponentially in the virtual space, continuing its uncontrolled influence.