Harnessing Social Media and NGO Collaboration for Advancing Sustainable Ecotourism Policy: A Pathway to Sustainable Tourism Development

Abstract

Social media has emerged as a powerful catalyst in promoting sustainable tourism development (STD) by raising awareness, attracting tourists, fostering community engagement, and shaping policy decisions, particularly in developing regions like Khyber Pakhtunkhwa (KPK), Pakistan. However, the combined influence of social media usage, non-governmental organization (NGO) support, and STD remains underexplored. This study, grounded in organizational learning theory, explores how social media and NGO collaboration contribute to ecotourism policy and STD in Pakistan. The socioeconomic framework in Pakistan, particularly in the KPK region, forms the background against which local dynamics shape such processes. A cross-sectional survey was conducted, collecting data from 482 respondents in the KPK tourism sector, providing valuable insights into the region's socio-economic context. This survey approach captures diverse stakeholder perceptions within the KPK tourism sector. The findings reveal that social media significantly influences ecotourism policy, advancing STD. Moreover, NGO support (NGS) serves as a crucial moderating factor, enhancing the role of social media in shaping effective ecotourism policies. This research offers valuable insights into leveraging social media and NGO partnerships to promote sustainable tourism practices, presenting practical implications for policymakers, practitioners, and researchers dedicated to advancing STD and environmental sustainability. In particular, this study highlights the infrastructural and technological challenges of applying social media effectively in developing countries. A unique contribution of this study is its focus on social media's role in a developing region—a context largely underrepresented in existing literature.