Short answer
Design social media campaigns to be aspirational and informative, targeting users in the initial inspiration phase of travel planning, and consistently highlighting a destination's commitment to sustainability.
- Field
- Innovation & Markets
- Source
- Journal of Business and Tourism Management (JBTM) (2026)
- Method
- Mixed-methods approach: social media content analysis and online questionnaire.
- Sample
- 377 participants
- Evidence
- Moderate effect
Social media marketing campaigns are most effective in influencing travel decisions, particularly for sustainable tourism, when potential travellers have not yet solidified their plans. This innovation & markets research insight is drawn from a 2026 study published in Journal of Business and Tourism Management (JBTM). Using Mixed-methods approach: social media content analysis and online questionnaire. with 377 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design social media campaigns to be aspirational and informative, targeting users in the initial inspiration phase of travel planning, and consistently highlighting a destination's commitment to sustainability.
Social Media Inspires Sustainable Travel Decisions When Plans Are Unformed
Social media marketing campaigns are most effective in influencing travel decisions, particularly for sustainable tourism, when potential travellers have not yet solidified their plans.
Journal of Business and Tourism Management (JBTM) · 2026
Key Findings
- 01Social media influences travel decisions more when concrete plans are not yet made.
- 02Dutch tourists are not primarily driven by sustainability when choosing destinations.
- 03Social media's role is to inspire, educate, and encourage sustainable travel.
- 04Facebook, Instagram, and YouTube are key sources for accommodation and activity information.
- 05Travellers prefer destinations that advocate for sustainable practices over those highlighting negative impacts.
Application
Design takeaway
Design social media campaigns to be aspirational and informative, targeting users in the initial inspiration phase of travel planning, and consistently highlighting a destination's commitment to sustainability.
How to apply
Develop social media content calendars that prioritize inspirational imagery, educational snippets about eco-friendly practices, and user-generated content showcasing positive sustainable experiences, particularly for platforms like Instagram and YouTube.
Project actions
- 01When researching a product or service, consider how social media might influence users at different stages of their decision-making process.
- 02Analyze the content of successful marketing campaigns to understand what resonates with target audiences.
- 03Investigate how to frame sustainability in a way that appeals to consumers, even if it's not their top priority.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a mixed-methods approach for a more comprehensive understanding.
- +Provides specific insights into the role of social media in promoting sustainable tourism.
- +Offers actionable recommendations for DMOs and the travel industry.
Limitations
The study's focus on a specific demographic (Dutch travellers) and destination (Thailand) might limit its applicability to other contexts. The research did not delve into the specific design elements of the social media content itself.
Reliability & validity
The use of a mixed-methods approach strengthens validity. Reliability could be enhanced by replicating the survey with different traveller demographics or in different destination contexts.
Think critically
If sustainability is not a primary driver for consumers, how can DMOs and businesses effectively leverage social media to make it a more significant consideration without alienating potential customers?
Design Principles
"Engage potential users early in their decision-making journey with inspiring and educational content that aligns with their values, even if those values are not the primary driver."
This insight is crucial for destination marketing organizations (DMOs) and travel businesses seeking to promote sustainable tourism. It highlights the opportune moments and platforms for engaging audiences and shaping perceptions around eco-conscious travel choices.
What This Means for Your Design
Social media can convince people to travel sustainably, but only if they haven't already decided where to go. It's best to show them cool, green places before they lock in their plans.
How to use in your project
- 1.Use this research to justify the importance of social media marketing in your design project, particularly if it involves promoting a sustainable aspect of a product or service.
- 2.Reference the findings to explain why certain social media strategies might be more effective at different stages of user engagement.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that social media marketing campaigns are most effective in influencing consumer decisions, particularly for sustainable tourism, when potential travellers are in the early, uncommitted stages of their planning. The study found that platforms like Facebook, Instagram, and YouTube serve as key sources of inspiration and education, suggesting that designers and marketers should prioritize creating engaging, aspirational content that highlights the positive aspects of sustainable practices to capture audience attention before firm plans are made.
Source
Journal of Business and Tourism Management (JBTM)
Social media marketing campaigns of DMOs for promoting sustainable travel: The case of Thailand
journal · 2026
View sourceQuestions About This Research
- What does the research say about social media inspires sustainable travel decisions when plans are unformed?
- Design social media campaigns to be aspirational and informative, targeting users in the initial inspiration phase of travel planning, and consistently highlighting a destination's commitment to sustainability. Evidence: Journal of Business and Tourism Management (JBTM) (2026).
- Why does "Social Media Inspires Sustainable Travel Decisions When Plans Are Unformed" matter for design?
- This insight is crucial for destination marketing organizations (DMOs) and travel businesses seeking to promote sustainable tourism. It highlights the opportune moments and platforms for engaging audiences and shaping perceptions around eco-conscious travel choices.
- How can designers apply this research?
- Design social media campaigns to be aspirational and informative, targeting users in the initial inspiration phase of travel planning, and consistently highlighting a destination's commitment to sustainability.
- What were the main findings?
- Social media influences travel decisions more when concrete plans are not yet made.. Dutch tourists are not primarily driven by sustainability when choosing destinations.. Social media's role is to inspire, educate, and encourage sustainable travel.. Facebook, Instagram, and YouTube are key sources for accommodation and activity information.
- What research method was used?
- Mixed-methods approach: social media content analysis and online questionnaire. with 377 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2026 journal from Journal of Business and Tourism Management (JBTM).
- What should I do differently in my next project?
- Develop social media content calendars that prioritize inspirational imagery, educational snippets about eco-friendly practices, and user-generated content showcasing positive sustainable experiences, particularly for platforms like Instagram and YouTube.
- What are the limitations?
- Findings are specific to Dutch travellers and the case of Thailand; generalizability may be limited. The study did not deeply explore the 'why' behind sustainability not being a primary driver.