Study
Innovation & DesignNew This WeekStrong effect

Influencer-driven content amplifies destination image co-creation through natural appeal

Social media influencers can significantly contribute to the co-creation of a destination's image by highlighting natural resources and lesser-known locations, which drives higher follower engagement.

Urban Science · 2025

01

Key Findings

  • 01Natural resources and undiscovered destinations generate a high level of engagement on social media.
  • 02Influencers act as ambassadors, positively impacting destination image co-creation and potentially contributing to sustainable development.
02

Application

Design takeaway

Leverage influencers to promote the natural and unique aspects of a destination to enhance its image and drive engagement.

How to apply

When developing a destination marketing campaign, identify influencers whose content aligns with the natural beauty and unique selling propositions of the location, and encourage them to focus on these aspects in their posts.

Project actions

  • 01Consider how different types of content (e.g., scenic landscapes vs. urban exploration) might appeal to different audiences.
  • 02Analyze the engagement metrics of influencer posts to understand what resonates most with followers.
03

Method & Evidence

AimTo what extent do social media influencers' content elements, particularly those related to natural resources and undiscovered destinations, impact follower engagement and contribute to the digital co-creation of a destination's image?
MethodContent Analysis
ProcedureThe study analyzed social media content from influencers to identify common themes and elements, comparing different types of destinations and influencers to determine their impact on follower engagement and the co-creation of destination image.
ContextTourism and destination marketing, social media platforms

Variables

IV["Type of content (natural resources, undiscovered destinations, other)","Type of influencer"]
DV["Follower engagement (likes, comments, shares)","Destination image perception"]
CV["Social media platform","Destination type (e.g., urban, rural, coastal)","Influencer's follower count (potentially)"]
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Strengths & Limitations

Strengths

  • +Focuses on a contemporary and relevant aspect of digital marketing and branding.
  • +Provides actionable insights into content strategy for destination promotion.

Limitations

The impact of influencers can be subjective and vary greatly depending on the influencer's authenticity and the audience's trust. It's also challenging to isolate the influencer's impact from other marketing efforts.

Reliability & validity

Reliability could be improved by using a larger sample of posts and influencers, and by having multiple coders analyze the content to ensure consistency. Validity is supported by the clear link between content features and measurable engagement metrics.

Think critically

To what extent can the 'co-creation' of a destination image by influencers be considered authentic, versus a curated marketing performance?

05

Design Principles

"Authenticity in showcasing natural and unique destination features through influencer marketing drives engagement and co-creation of brand image."

Understanding how influencers shape perceptions is crucial for destination marketing and management. This insight informs strategies for leveraging digital platforms to build and enhance a destination's brand, potentially influencing tourism development and economic growth.

06

What This Means for Your Design

Influencers who show off cool nature spots or hidden gems get more likes and comments, helping to build a destination's reputation online.

How to use in your project

  • 1.Use this research to justify the selection of specific content types or influencer collaborations in your design project's promotional strategy.
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Add to My Project

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Quick Cite

(2025). Shaping Places Together: The Role of Social Media Influencers in the Digital Co-Creation of Destination Image. Urban Science. https://doi.org/10.3390/urbansci9070262 Retrieved from https://designdex.org/study/2e84939d-7d78-47ca-9a5b-f2ed28dab0e7/influencer-driven-content-amplifies-destination-image-co-creation-through-natural-appeal

Paragraph starter

This research indicates that social media influencers play a significant role in the digital co-creation of destination images, particularly when their content highlights natural resources and undiscovered locations, leading to higher follower engagement. This suggests that for design projects aiming to shape public perception of a place or product, leveraging authentic influencer collaborations focused on inherent, appealing qualities can be a powerful strategy.

09

Source

Urban Science

Shaping Places Together: The Role of Social Media Influencers in the Digital Co-Creation of Destination Image

journal · 2025

View source

Questions about this research

What does the research say about influencer-driven content amplifies destination image co-creation through natural appeal?
Leverage influencers to promote the natural and unique aspects of a destination to enhance its image and drive engagement. Evidence: Urban Science (2025).
Why does "Influencer-driven content amplifies destination image co-creation through natural appeal" matter for design?
Understanding how influencers shape perceptions is crucial for destination marketing and management. This insight informs strategies for leveraging digital platforms to build and enhance a destination's brand, potentially influencing tourism development and economic growth.
How can designers apply this research?
Leverage influencers to promote the natural and unique aspects of a destination to enhance its image and drive engagement.
What were the main findings?
Natural resources and undiscovered destinations generate a high level of engagement on social media.. Influencers act as ambassadors, positively impacting destination image co-creation and potentially contributing to sustainable development.
What research method was used?
Content Analysis.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2025 journal from Urban Science.
What should I do differently in my next project?
When developing a destination marketing campaign, identify influencers whose content aligns with the natural beauty and unique selling propositions of the location, and encourage them to focus on these aspects in their posts.
What are the limitations?
The study may not account for all factors influencing destination image, such as offline experiences or broader socio-economic contexts. The effectiveness of influencers can also vary significantly based on platform algorithms and audience demographics.
Is there evidence that destination affects design outcomes?
Content featuring natural beauty and unique, less-explored places resonates most with social media audiences, leading to greater engagement and helping to shape how a destination is perceived. Understanding how influencers shape perceptions is crucial for destination marketing and management. This insight informs strat Source: Urban Science (2025).
Where does this destination image research apply?
Tourism and destination marketing, social media platforms It sits within innovation & design research on designdex.org.

Related research topics

destination design research · evidence on destination · does destination improve design outcomes · destination image studies for designers · destination and destination image findings · innovation & design research evidence