Exploring the Dual Impact of Social Media and Selfie Culture on the Attractiveness and Sustainability of Mountain Tourism Destinations

Social media and selfie culture have transformed mountain tourism by simultaneously enhancing destination attractiveness and intensifying sustainability challenges. This study explores the dual impact of these digital phenomena on mountain tourism destinations, focusing on their role in fueling mass tourism and threatening ecological and social sustainability. Employing a qualitative approach, the research reveals that user-generated content (UGC) —particularly selfies and influencer posts —amplifies destination appeal through “Instagrammability,” creating a feedback loop that drives significant increases in visitation. However, this popularity leads to environmental degradation (such as trail erosion and litter accumulation), safety risks from hazardous photography behaviors, and social pressures on local communities. A notable “intention-awareness gap” emerges, in which tourists, despite expressing environmental concern, prioritize the production of shareable content. The study highlights a research gap in understanding the nuanced effects of social media on mountain destinations and proposes actionable destination management strategies, including awareness campaigns, on-site education, and digital interventions such as limiting geotagging. By bridging tourism marketing and sustainability, this research offers valuable insights for destination managers and policymakers to balance the promotional benefits of social media with the protection of fragile mountain ecosystems, contributing to sustainable tourism practices in the digital age.

کلیدواژه ها:

Social Media ، Mountain Destinations ، Selfie Tourism ، Destinations Management ، Sports Tourism ، Destination attractiveness