Scrolling through Instagram, a sun-soaked beach in Byron Bay or a sweeping view over Uluru can spark more than just envy - it can change travel plans.

Social media influencers are not just inspiring wanderlust, they are tangibly shaping where and how people choose to travel, according to a new study.

"When influencer posts provide useful, factual information about destinations, they have the strongest impact on people's desire to visit those places," says author Naser Pourazad.

"The emotional appeal and engaging content also significantly influences whether people change their travel plans, want to purchase travel products or intend to visit destinations.

"Essentially, good information combined with compelling storytelling drives travel decisions."

The study, published in the Journal

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