Using Social Media to Examine Ambassadorship in Tourism
Varnajot, Alix (2024-08-29)
Avaa tiedosto
Sisältö avataan julkiseksi: 28.02.2026
Routledge
29.08.2024
Varnajot, A. (2024). Using social media to examine ambassadorship in tourism. In S. K. Beames & P. T. Maher, Routledge Handbook of Mobile Technology, Social Media and the Outdoors (1st ed., pp. 259–271). Routledge. https://doi.org/10.4324/9781003367536-26
https://creativecommons.org/licenses/by-nc-nd/4.0/
This is an Accepted Manuscript of a book chapter published by Routledge in Routledge Handbook of Mobile Technology, Social Media and the Outdoors on 29 August 2024, available online: http://www.routledge.com/9781032434766. It is deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
https://creativecommons.org/licenses/by-nc-nd/4.0/
This is an Accepted Manuscript of a book chapter published by Routledge in Routledge Handbook of Mobile Technology, Social Media and the Outdoors on 29 August 2024, available online: http://www.routledge.com/9781032434766. It is deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
https://creativecommons.org/licenses/by-nc-nd/4.0/
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:oulu-202408305651
https://urn.fi/URN:NBN:fi:oulu-202408305651
Tiivistelmä
Abstract
This chapter aims to examine ambassadorship on social media in the context of polar tourism. In recent years, social media has become a pervasive feature of contemporary tourism. People have been increasingly using photo applications like Instagram to share their experiences with friends, families, and sometimes thousands of unknown followers. In parallel, it has been argued that a positive impact of polar tourism is its educational value. Indeed, after visiting threatened destinations like the Arctic or Antarctica, visitors should turn into ambassadors for the protection of the visited regions and engage in pro-environmental behaviors. Given the increased use of social media in tourism, it is therefore expected that people coming back from polar destinations will share ambassadorship and pro-environmental posts online. Using netnography, this study investigates if visitors of Arctic and Antarctic destinations share pro-environmental messages on social media and if they act as ambassadors.
This chapter aims to examine ambassadorship on social media in the context of polar tourism. In recent years, social media has become a pervasive feature of contemporary tourism. People have been increasingly using photo applications like Instagram to share their experiences with friends, families, and sometimes thousands of unknown followers. In parallel, it has been argued that a positive impact of polar tourism is its educational value. Indeed, after visiting threatened destinations like the Arctic or Antarctica, visitors should turn into ambassadors for the protection of the visited regions and engage in pro-environmental behaviors. Given the increased use of social media in tourism, it is therefore expected that people coming back from polar destinations will share ambassadorship and pro-environmental posts online. Using netnography, this study investigates if visitors of Arctic and Antarctic destinations share pro-environmental messages on social media and if they act as ambassadors.
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