How has influencer communication shaped sustainable tourism over the years? A bibliometric-systematic literature review

Abstract

This study examines how social media influencers shape sustainable tourism attitudes and behaviors through an integrated bibliometric and systematic evidence synthesis. Following PRISMA 2020 guidelines, we searched five major databases using Boolean terms anchored to social media, influencers, and sustainable tourism for publications from 2010 to 2025. After screening 2273 records and applying structured quality appraisal (Mixed Methods Appraisal Tool), 47 peer-reviewed studies were included. The review proceeds in two analytically distinct stages: a bibliometric mapping stage (publication trends, journal distribution, geographic spread, keyword co-occurrence, and theoretical frequency) and a systematic thematic synthesis stage (thematic coding, quality appraisal, and conceptual integration). Findings reveal accelerating research post-2020, with influencer content enhancing environmental awareness, destination image, and behavioral intentions through four principal mechanisms: sustainability message framing (Framing Theory), dual-route persuasion, peripheral and central (Source Credibility Theory and Elaboration Likelihood Model), parasocial relational bonding, and cost–benefit evaluation (Social Exchange Theory). Critical tensions identified include the persistent intention–behavior gap, the limited generalizability across non-Western contexts, and the underexplored role of platform affordances. The review contributes a novel multitheoretical framework with explicit inputs, mechanisms, outcomes, and moderating boundary conditions, the first of its kind in this intersection. Tourism marketers can deploy credible micro- and nano-influencers using attribute-value framing on visually rich platforms to promote eco-friendly choices effectively.