The Synergy between Sustainable Tourism Practices and Social Media Engagement: An In-Depth Study

This study explores the interplay between consumer behaviour on social media platforms and sustainable tourism practices. Using a mixed-methods approach, it aims to investigate how sustainable activities shape visitors' engagement on digital platforms. By analysing scholarly articles from 2013 to 2023, the research seeks to identify key sources, notable authors, prevalent topics, and leading countries in social media research related to sustainable tourism practices. The study specifically strives to identify the primary sources, prominent authors, prevalent subjects, and leading countries that contribute to this research landscape. This research intends to provide valuable implications for stakeholders in the tourist industry, politicians, and researchers by offering nuanced insights into the complex relationship between sustainable practices and social media involvement in the realm of tourism. The investigation aims to reveal the dominant themes, influential authors, and leading countries in the field of sustainable tourism through content analysis, surveys, and interviews. Additionally, it seeks to understand the underlying motivations and perceptions that drive visitors' engagement with sustainable tourism content on digital platforms. Through this exploration, the study aims to provide nuanced insights into the dynamics of social media participation within the realm of sustainable tourism.