Genuinfluencers and Climate‐Conscious Outdoor Tourism: A Social Cognitive Perspective on Female Instagram and TikTok Creators
研究女性真实影响者如何在Instagram和TikTok上通过个人经历、气候意识和赞助内容来推广气候友好的户外旅游，为营销人员和目的地管理者提供实践启示。
ABSTRACT Climate change is affecting different economic sectors and among them, the tourism industry, particularly outdoor tourism, is increasingly vulnerable. As sustainability communication moves onto social media, influencers are emerging as key actors in shaping climate‐conscious travel behaviours, although their effectiveness and credibility remain debated. This study explores how female genuinfluencers promote climate‐conscious outdoor tourism on Instagram and TikTok, adopting social cognitive theory to examine how modelling, reinforcement and self‐efficacy are activated in digital narratives. Semi‐structured interviews reveal three themes: influencers' journey where personal experiences build authenticity and trust; climate awareness through which influencers foster reflection and responsibility; and sponsored content characterised by tensions between authenticity, commercialisation and sustainability. The findings advance the debate on digital sustainability communication by highlighting both the opportunities and contradictions of influencer‐led climate action, while offering practical insights for marketers and destination managers seeking to promote more responsible forms of outdoor tourism.