ISSN: 2222-6990
Open access
Particularly in locations with a wealth of natural resources, like Sarawak, Malaysia, ecotourism is one of the main economic drivers of the tourist sector, particularly for the sustainable income of local populations. Due to the increased use of social media, Key Opinion Leaders (KOL) have a greater effect on the attitudes and behaviors of tourists. In order to investigate the impact of KOL characteristics (such as expertise, trustworthiness, attractiveness, and authenticity) on tourists' attitudes and destination image, and consequently on tourists' visit intention to ecotourism destinations, this study employed Theory of Planned Behavior, Social Cognitive Theory, and Source Credibility Theory. The study also attested to the moderating role of social influence and the intensity of social media use. Partial Least Squares-Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0 and SPSS Version 23.0 were used to analyze the data, which was collected from both domestic and foreign tourists using purposive sampling and a positivist research philosophy. In addition to providing useful information for policymakers and destination managers in Sarawak's ecotourism destinations, the study is anticipated to conceptually contribute to the body of knowledge already available on digital tourist marketing. The findings indicate that expertise, trustworthiness, attractiveness, and authenticity positively influenced tourist attitudes. Expertise, attractiveness, and authenticity also positively influenced destination image, while trustworthiness did not. Attitude significantly influenced visit intention, whereas destination image did not. Social influence moderated the relationship between destination image and visit intention, while social media use intensity had no significant moderating effects. These findings offer insights for ecotourism marketing and influencer strategies.
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