Social Media as a Catalyst for Eco-Tourism Growth: Exploring the Perception of Social Media Users in Twin Metropolitan Cities (Rawalpindi & Islamabad), Pakistan

Abstract

Social media sites like Instagram, Facebook, and Twitter frequently give individuals access to the breathtaking natural features of other places through visuall y appealing images that travellers and influencers share. The study aimed to explore how social media influences people's views about ecotourism. This research study was conducted using a quantitative research design. Using a survey approach, the data was gathered from (n=313) respondents based on purpose sampling who were active social media users. The sample consisted of males and females from Rawalpindi and Islamabad, Pakistan. For data collection, a self-design questionnaire consisted of three parts, i.e., demographic information of the respondents, social media use and eco-tourism based on the Likert scale. The data collection tool was designed on Google Forms and was distributed through Facebook, WhatsApp and Instagram. The study findings showed that social media is an effective instrument for public education, awareness-building, and conservation activities. It helps to sell and promote ecotourism experiences and destinations, empowers local communities, and shifts consumer behaviour towards sustainability. The research concluded that ecotourism when adeptly managed via social media with a focus on social, cultural, and environmental sustainability, will shape its outcomes. This sector has the capacity to utilize social media's transformative power to foster a more resilient and inclusive future for our planet and its inhabitants through collaborative efforts and informed decision-making.