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Article

Do Travel and Tourism Agencies in Peru Promote Pro-Environmental Behaviors on Social Media? An Empirical Analysis

by
Lloy Pinedo
*,
María-del-Carmen Fernández-Trujillo
,
Mariela-Stacy Solano-Lavado
,
Luciano Scattolon-Huapaya
,
Patricia Villarroel-Soto
and
Nicol Quinto-Lazo
Semillero de Investigación Smart Business, Programa de Negocios y Comunicación en Medios Digitales, Facultad de Ingeniería y Negocios, Universidad Privada Norbert Wiener, Lima 15067, Peru
*
Author to whom correspondence should be addressed.
Tour. Hosp. 2025, 6(5), 221; https://doi.org/10.3390/tourhosp6050221
Submission received: 28 August 2025 / Revised: 22 September 2025 / Accepted: 26 September 2025 / Published: 22 October 2025
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Abstract

Tourism is a strategic sector for the Peruvian economy, yet it also generates negative environmental impacts, highlighting the need to foster pro-environmental behaviors. In this context, travel and tourism agencies, as intermediaries between supply and demand, play a key role in promoting sustainable practices, particularly through social media platforms. This study aimed to analyze the extent to which travel and tourism agencies in Peru promote pro-environmental behaviors in their digital publications. A quantitative approach was used, employing an observation guide to analyze social media posts on Facebook, Instagram, and TikTok from a random sample of 369 agencies registered with the Ministry of Foreign Trade and Tourism between March and May 2025. The results show that although most agencies maintain an active presence on social media, primarily on Facebook and Instagram, the frequency of pro-environmental publications is low. Inferential analysis revealed no statistically significant differences among agency types, although retail agencies showed a lower probability of reaching higher levels of commitment compared to tour operators. These findings underscore the need to integrate sustainability as a cross-cutting axis in the digital strategies of the tourism sector.

1. Introduction

Tourism contributes to local economic growth and has been one of the sectors that recovered most rapidly after the COVID-19 pandemic (Mensah & Boakye, 2023; Shang et al., 2023). However, according to Ehigiamusoe et al. (2023) and Abu Elsamen et al. (2025), tourism activities generate negative environmental impacts, such as increased waste generation (Pásková et al., 2024), excessive consumption of natural resources (Katircioglu & Katircioglu, 2024), ecosystem pollution (Raihan, 2024), and biodiversity disruption in tourist destinations (Ali et al., 2023; Su et al., 2025).
According to the United Nations (UN Tourism, 2019), CO2 emissions generated by tourism—particularly in the transport sector—are projected to increase by 25% by 2030 compared to 2016 levels, rising from 1597 Mt CO2 to 1998 Mt CO2. Consequently, tourism will represent 5.3% of total anthropogenic emissions in 2030, compared to 5% in 2016. This increase highlights the urgent need to implement sustainable strategies in the sector, since the absence of action could exacerbate climate change, deteriorate ecosystems, and compromise the quality of life in major tourist destinations (Arimany-Serrat & Gomez-Guillen, 2023; Ramkissoon, 2023).
Several studies worldwide have demonstrated the collateral effects of tourism on the environment. Adebayo et al. (2023) point out that globalization, increasing tourist arrivals, economic growth, and energy consumption contribute to environmental degradation in Thailand. For their part, Ciarlantini et al. (2022) found that in countries such as Portugal, Italy, and Greece, economic growth is inversely related to environmental pollution, while in France and Spain, the evidence is mixed. Moreover, differences in environmental impact have been identified depending on the origin of tourists, as international visitors generate negative effects on emissions, whereas domestic visitors tend to increase them.
In Latin America, Pinoargote-Vinueza and Álvarez-Gutiérrez (2023) report that tourism activity has led to the degradation of water quality in the Portoviejo River (Ecuador), with high nitrate levels exceeding the maximum permissible limit. They also note that 40% of tourists believe that human activity has deteriorated water quality, while 76% perceive the presence of unpleasant odors. Similarly, Gerónimo-Escobar and Rico-Ballesteros (2023) reveal that in San Andrés (Colombia), a destination characterized by sun-and-beach tourism, residents perceive environmental degradation attributed to tourism activity; the main impacts include water pollution, biodiversity loss, and the deterioration of coastal ecosystems.
Peru, recognized for hosting one of the Seven Wonders of the World, “Machu Picchu” (Diestro Mandros et al., 2021), and the third-highest waterfall, “Gocta” (Riojas-Díaz et al., 2022), possesses a wide diversity of natural and cultural resources. However, as in other destinations, it faces environmental impacts derived from tourism activity (Calderón-Vargas et al., 2021; Navarro-Chávez et al., 2023). In this context, travel agencies, the hotel sector, and other tourism stakeholders could play a transformative role in reducing environmental impacts through awareness-raising strategies directed at visitors, as suggested by Kilipiris and Zardava (2012) and Sung et al. (2021). Nevertheless, Elshaer et al. (2023) argue that ecological management in small and medium-sized tourism enterprises has been scarcely investigated, particularly in developing countries.
Along these lines, Li and Fang (2022) and Balakrishnan et al. (2025) highlight that social media are potentially useful digital communication tools to showcase and promote the sustainability of tourist destinations and to raise visitor awareness about environmental care through pro-environmental behaviors. For example, Clark et al. (2023) reveal that the use of social media marketing by hotels to communicate their sustainability initiatives increases guests’ intention to stay. Similarly, Kilipiri et al. (2023) show that travel influencers, acting as communicators on social media, positively influence the selection of sustainable destinations. In this regard, social media contribute to persuading tourists, as long as they foster the promotion of responsible practices and the strengthening of sustainable destinations (Ramirez-Flores, 2025).
As evidenced, fostering pro-environmental behaviors in the tourism sector is essential to help reduce negative environmental impacts (Zhang et al., 2025); however, it remains unclear to what extent travel and tourism agencies in Peru are contributing to this initiative, particularly whether they use social media to promote such practices, considering that these platforms are their main channels for outreach and commercial engagement. We argue that travel and tourism agencies, in addition to leveraging tourism resources for economic benefit, should also contribute to environmental care in the destinations visited by educating or raising awareness among their clients, thereby strengthening environmental preservation and contributing to sustainability through the coordinated action of different stakeholders (Huo et al., 2025).
To the best of our knowledge, no studies have been reported in Peru that address this issue, and most of the existing literature in Latin America relies on a subjective approach based on the perceptions of consumers and managers. Therefore, the purpose of this research is to empirically analyze the promotion of pro-environmental behaviors disseminated on social media by travel and tourism agencies in the Peruvian context. The main contribution of this study lies in providing an objective assessment based on observable evidence, allowing for the identification of gaps, communication patterns, and levels of environmental commitment within the tourism sector. The findings enrich the literature on digital sustainability and offer practical insights to improve the communication strategies of tourism agencies and to guide public policies toward more responsible tourism.

2. Theoretical Framework

2.1. Sustainable Tourist Destinations

Sustainable tourist destinations have gained relevance on the global agenda due to their capacity to balance economic development, environmental preservation, and the well-being of local communities (Miller & Torres-Delgado, 2023). According to the UN Tourism, tourism sustainability involves the efficient management of natural resources, respect for sociocultural diversity, and the generation of long-term economic benefits (Mondéjar-Jiménez & Ferrari, 2022). In this context, the planning and management of tourist destinations must incorporate strategies that minimize environmental impacts and promote the participation of local stakeholders in decision-making processes (Gautam, 2023).
From the perspective of territorial planning, various approaches have emphasized the importance of community management in the consolidation of sustainable destinations (Cotrina-Trigozo et al., 2024; Utami et al., 2023). Research has shown that the participation of local communities in destination planning not only strengthens the cultural identity of the place but also contributes to its environmental conservation and economic sustainability (Cotrina-Trigozo, 2023; Peeters et al., 2024). In this regard, strategies such as the creation of eco-cultural trails and the implementation of environmental regulations have proven effective in reducing the impacts of mass tourism (Lukoseviciute et al., 2024).
According to Rahman et al. (2024), sustainability in tourist destinations must be approached from a multidimensional perspective that includes technological innovation, effective governance, and the social responsibility of tourism stakeholders. Recent literature suggests that cooperation between the public and private sectors, along with the digitalization of tourism information, can enhance the sustainability of the sector (Font et al., 2023; Martell-Alfaro et al., 2024). Thus, the implementation of sustainable policies and the awareness-raising of tourists through digital platforms are key strategies to ensure the long-term viability of tourist destinations.

2.2. Pro-Environmental Behavior

Pro-environmental behavior refers to individual or collective actions aimed at minimizing negative environmental impacts and promoting the conservation of natural resources (Huo et al., 2025). According to Abu Elsamen et al. (2025), such behavior can be reflected in everyday habits such as recycling, responsible use of water and energy, or more sustainable consumption choices, such as engaging in ecotourism. From a psychological perspective, scholars like Zhang et al. (2025) argue that pro-environmental behavior is influenced by a combination of cognitive, emotional, and social factors, including environmental knowledge, personal values, perceived efficacy, and perceived social norms.
In the tourism context, promoting pro-environmental behaviors among visitors is essential to achieving sustainable destinations. Su et al. (2025) have shown that awareness campaigns, responsible communication on social media, and eco-friendly infrastructure can encourage practices that are more respectful of the environment. Furthermore, evidence suggests that pro-environmental behavior does not solely depend on tourists’ environmental awareness, but also on persuasive and consistent messages disseminated by tourism stakeholders such as travel agencies, hotels, and tour operators (Balakrishnan et al., 2025). Therefore, the active promotion of these behaviors is a key strategy to mitigate the negative impacts of mass tourism and to strengthen environmental commitment across all actors involved (Flores et al., 2025).

2.3. Use of Social Media in the Tourism Sector

Social media are digital platforms that enable user interaction, information exchange, and content generation (Bulchand-Gidumal, 2024; Rubio Oliveira, 2022). They can be classified into generalist social networks such as Facebook and Twitter; visual networks such as Instagram and TikTok; professional networks such as LinkedIn; and review platforms such as TripAdvisor (Cho et al., 2024; Denicia-Carral et al., 2025). In the tourism sector, these tools have revolutionized the way travelers search for information, plan their experiences, and share their journeys, becoming an essential channel for the promotion of tourist destinations (McLeod et al., 2024).
The use of social media in the tourism industry is based on their ability to influence travelers’ decisions by facilitating interaction between companies and clients (Chopra et al., 2024). Through digital marketing strategies, tourist destinations can improve their visibility, attract visitors, and build customer loyalty through personalized campaigns (Zhou et al., 2023). In addition, social media enable the use of tools such as targeted advertising, collaborations with influencers, and the optimization of visibility through algorithms that favor the dissemination of relevant content (Vukolic et al., 2025).
According to Oncioiu et al. (2022), another key aspect is user-generated content, where travelers share their experiences through posts, comments, and reviews. This content not only serves as a form of organic promotion but also influences the reputation of tourist destinations (Ferreira & Sousa, 2022). Furthermore, the feedback obtained through social media allows companies to improve their products or services by adapting to tourists’ expectations and needs (Hassan et al., 2022; Vidaurre-Rojas et al., 2024).
In terms of management and sustainability, Delgado Gómez et al. (2024) point out that social media have proven to be effective tools for promoting responsible tourism and creating online tourism communities. The ability to disseminate information in real time allows tourism companies to respond to unforeseen situations, provide recommendations to travelers, and encourage sustainable practices in destinations (Herrera-Enríquez et al., 2023; Vidaurre-Rojas et al., 2025). In this way, the integration of social media into tourism management strategies not only enhances the sector’s competitiveness but also contributes to the development of a more participatory form of tourism.

2.4. Travel and Tourism Agencies in Peru

Travel and tourism agencies are responsible for planning, coordinating, selling, and promoting tourism services to meet travelers’ needs. According to the Regulation of Travel and Tourism Agencies in Peru, these entities can be operated by natural or legal persons and have the primary function of organizing and managing tourism services that include transportation, accommodation, recreational activities, and tourist advice. In addition, they must be registered in the National Directory of Qualified Tourism Service Providers, ensuring compliance with current quality standards and regulations as established by the Ministerio de Comercio Exterior y Turismo (Ministerio de Comercio Exterior y Turismo, 2020).
In Peru, travel and tourism agencies are classified as retail, wholesale, and tour operators, depending on the type of services they provide. Retail agencies sell tourism packages and individual services directly to tourists without operating the organized services. Wholesale agencies design and organize tourism packages, which are sold through retail agencies, without direct contact with travelers. Finally, tour operators create, manage, and execute tourism services within the national territory, selling directly to tourists or through other agencies. This classification allows for better sectoral organization and facilitates specialization in the provision of tourism services in the country.
Based on the identified problem and the theoretical framework that highlights the positive impact of social media on tourists’ attitudes and pro-environmental behavior, the following research hypothesis is proposed: Travel and tourism agencies in Peru partially foster pro-environmental behaviors through their social media publications. The results will be fundamental to guiding strategies in the private sector and supporting the design of public policies aimed at promoting sustainable tourism.

3. Materials and Methods

3.1. Methodological Design

A basic research study was conducted with a quantitative approach. The observation technique was applied using an ad hoc evaluation guide specifically designed by the researchers of this study. The guide collected identification data from travel and tourism agencies such as agency code, type of agency, presence on social media, and the social network selected for analysis. Additionally, to evaluate the promotion of pro-environmental behaviors on social media, seven indicators were considered: frequency of publication, type of content, use of visual elements, inclusion of hashtags, promotion of sustainable activities in services, tourist testimonials, and participation of influencers. All indicators were assessed using a three-level ordinal scale.

3.2. Unit of Analysis

The social media accounts of 369 travel and tourism agencies recognized by the Ministry of Foreign Trade and Tourism of Peru were analyzed, selected from a total of 9855 active agencies as of March 2025. To determine the sample size, a simple random probability sampling was employed with a 95% confidence level and a 5% margin of error. In order to compare the level of promotion of pro-environmental behaviors according to the type of agency, the sample was distributed equally across three categories: 123 retail agencies, 123 wholesale agencies, and 123 tour operators, thereby ensuring balanced representation of each group.
Regarding the characteristics of the agencies analyzed, the average year of establishment was 2016, which corresponds to an average of nine years of operation as of 2025. The agencies included in the study were founded between 2001 and 2024, with a standard deviation of approximately 5.5 years. In terms of service modality, 59.6% of agencies offer in-person services, 28.5% provide a hybrid model (in-person and digital), and only 11.9% operate exclusively through digital channels. As for the diversification of tourism offerings, 47% of agencies focus on a single type of tourism (outbound, domestic, or inbound), 41% offer two types, and only 12% promote all three simultaneously. This profile provides valuable insights into the communication capacity and potential reach of these agencies when it comes to promoting sustainable practices through digital platforms.

3.3. Procedure

The empirical analysis focused on examining the social media accounts of travel and tourism agencies with a presence on at least one of the following platforms: Facebook, Instagram, or TikTok. Agencies were included if they had a minimum of three posts between March and May 2025. These platforms were selected because they have the highest number of users in Peru (Statista, 2025). Only the account with the largest number of followers was analyzed for each agency. This decision was made to ensure that the evaluation was conducted on the platform where the agency had the strongest digital presence and, consequently, the greatest potential influence in promoting pro-environmental behaviors.
One of the conditions established to conduct the complete analysis of the seven indicators related to the promotion of pro-environmental behaviors was that the agency met the first criterion: the frequency of posts related to sustainable practices. For this indicator, three response categories were defined: 0 posts, 1–2 posts, and 3 or more posts. In cases where the agency recorded 0 posts, the evaluation of the remaining six indicators was not carried out, as there was insufficient evidence to continue the analysis.

3.4. Data Analysis

The technique used was digital content observation, and the instrument was an observation guide administered through the Microsoft Forms platform. The instrument was developed by the researchers (Appendix A). Subsequently, the collected data were exported to an Excel file, where they were organized for descriptive analysis using SPSS software version 26. To assess the level of promotion of pro-environmental behaviors, four categories of commitment were defined, assigning a score based on the evidence observed on the agencies’ social media accounts: “No commitment” when the agency had no posts (0 points); “Low commitment” for scores between 6 and 9; “Moderate commitment” for scores between 10 and 13; and “High commitment” for scores between 15 and 18.
For the inferential analysis, two statistical techniques were employed. First, the Chi-square test of independence was applied to identify whether significant differences existed in the distribution of pro-environmental commitment according to the type of travel and tourism agency; in addition, Cramer’s V statistic was calculated as a measure of association strength. Second, an ordinal logistic regression model (cumulative logit) was used to estimate the probability of reaching higher levels of pro-environmental commitment based on explanatory variables such as the type of agency and social media presence.

4. Results

According to Table 1, the presence of Peruvian travel and tourism agencies on social media is highly significant, with Facebook standing out as the predominant platform, where more than 94% of agencies—regardless of type—maintain sustained activity. In the case of Instagram, 88.6% of wholesale agencies report an active presence, while the proportion decreases among retail agencies (69.9%) and tour operators (80.2%). Regarding TikTok, only 69.9% of wholesale agencies, 49.6% of retail agencies, and 56.9% of tour operators use the platform.
After identifying the presence of travel and tourism agencies on social media and selecting the platform with the largest number of followers, namely, the channel where the greatest interaction with clients and potential visitors is concentrated, a content analysis of their posts was carried out. The purpose was to determine the extent to which agencies, in addition to promoting tourism services, foster pro-environmental behaviors. The results presented in Figure 1 showed that, in general terms, most travel and tourism agencies in Peru maintain a low frequency of posts aimed at promoting pro-environmental behaviors.
Both wholesale, retail, and tour operator agencies record percentages above 80% in the “no posts” category, evidencing that sustainability has not yet become a cross-cutting element in their digital communication strategies. Although slight variations are observed—for example, tour operators show a relatively lower proportion of inactivity (82.9%) compared to retail agencies (91.9%)—in all cases, the weak integration of the environmental component in digital communication prevails.
When analyzing social media platforms, the trend remains the same: Facebook (87.9%), Instagram (85.7%), and TikTok (87.5%) concentrate most of their activity on content without explicit reference to sustainability. Nonetheless, occasional efforts are recorded, with one to two pro-environmental posts (around 10% on Instagram and 9.5% on TikTok) and, to a lesser extent, three or more posts, which indicates incipient initiatives rather than consolidated strategies.
A practical example of promoting pro-environmental behaviors is presented by Laraos Travel (2023) through an Instagram post published during Holy Week, inviting visitors to enjoy the destination responsibly in the Nor Yauyos Cochas Scenic Landscape Reserve. The central message—“5 tips to enjoy your long weekend in harmony with the environment”—is accompanied by an image of the local landscape and a narrative that encourages tourists to take an active role in environmental protection. In addition, the use of hashtags such as #ResponsibleTourism, #carbonfootprint, #sustainabletravel, and #conservation reinforces the environmental focus of the content. The level of interaction generated (comments, reactions, and inquiries) reflects a positive reception, suggesting that this type of messaging not only contributes to environmental awareness but also enhances the digital visibility of the destination (Figure 2).
On the other hand, when examining the distribution of pro-environmental commitment by type of agency (Table 2), results showed that the vast majority of agencies, regardless of category, are concentrated in the “no commitment” option, reaching more than 80% in all three groups. Low commitment appears with greater relative weight among tour operators (12.2%), while partial commitment and total commitment remain marginal in all cases, with the latter barely reaching 0.8% among tour operators.
In order to determine whether levels of pro-environmental commitment vary significantly according to the type of agency, the Chi-square test of independence was applied. The analysis did not reveal significant differences among the groups (χ2 (6, N = 369) = 6.427, p = 0.377), confirming that the relationship between the two variables is minimal (Cramer’s V = 0.093) (Table 3). In other words, the distribution of sustainable commitment on social media remains homogeneous across wholesale, retail, and tour operator agencies, reinforcing the evidence that digital sustainability communication has not yet become a distinctive criterion within the tourism sector.
Complementarily, an ordinal logistic regression model was estimated to identify the predictors of commitment (Table 4). The overall model did not reach statistical significance (χ2 (4, N = 369) = 5.170; p = 0.270), and its explanatory power was limited (Nagelkerke R2 = 0.023). However, when analyzing individual parameters, it was observed that retail agencies had a significantly lower probability of achieving higher levels of commitment compared to tour operators (β = −0.872; p = 0.033; OR = 0.42, 95% CI = 0.07–0.93). In contrast, wholesale agencies and the use of specific social media platforms (Facebook, Instagram) did not show statistically significant effects (p > 0.05) (Table 5).

5. Discussion

Previous studies have highlighted the importance of social media as a tool for promoting sustainable tourism behaviors (Huo et al., 2025); however, much of the existing literature has focused on tourists’ perceptions or self-reported intentions, rather than on the actual practices of travel and tourism agencies (Balakrishnan et al., 2025; Zhang et al., 2025). In Latin America, there is a lack of empirical research analyzing the environmental communication strategies employed by agencies on their digital platforms. This gap underscores the need for observational studies that assess real digital practices and their alignment with global sustainability goals.
The results reveal that although travel and tourism agencies in Peru have an active presence on social media, the promotion of pro-environmental behaviors through these channels remains limited. Most of the observed posts lack an explicit sustainability component, aligning with previous studies that highlight the limited incorporation of ecological practices in small and medium-sized tourism enterprises, particularly in developing country contexts (Elshaer et al., 2023). In this regard, the evidence reinforces the need for agencies not only to focus on promoting tourism services but also to integrate messages that contribute to environmental awareness and the development of more sustainable destinations.
From a comparative perspective, the statistical analyses showed no significant differences in pro-environmental commitment levels among wholesale, retail, and tour operator agencies. This finding contrasts the assumption that certain types of agencies, by the nature of their services, would be more predisposed to adopting sustainable strategies (Sung et al., 2021). However, the ordinal logistic regression revealed that retail agencies are significantly less likely to achieve higher levels of commitment compared to tour operators. This result suggests that differences do not manifest at a generalized level but rather within specific segments, where operators, due to their closer involvement in the direct management of the tourism experience, may be more motivated to include pro-environmental messages in their digital communication.
The low frequency of sustainable publications can also be interpreted in light of research highlighting the strategic role of social media as platforms to persuade and influence tourist decisions (Li & Fang, 2022; Kilipiri et al., 2023). In this study, although limited efforts were identified in the use of Instagram and TikTok to disseminate responsible practices, the lack of systematicity and continuity restricts the potential impact. This highlights the challenge of transforming environmental communication into a transversal axis of agencies’ digital strategies, as already occurs in the hotel sector, where green initiatives have been shown to influence consumption intentions (Clark et al., 2023).
At the theoretical level, this research contributes to the understanding of how travel agencies in Latin American contexts, and particularly in Peru, address sustainability in their digital interactions. By focusing on an empirical analysis rather than on subjective perceptions, it fills a gap in the regional literature highlighted by previous studies (Pinoargote-Vinueza & Álvarez-Gutiérrez, 2023; Gerónimo-Escobar & Rico-Ballesteros, 2023). At the practical level, the findings underscore the need to design training programs and sectoral guidelines to guide agencies—especially retail ones—in integrating pro-environmental content into their social media strategies.
It is important to acknowledge some limitations that must be considered when interpreting the results. First, the study focused exclusively on travel and tourism agencies in Peru, restricting the generalization of the findings to other international contexts. Second, the analysis was based on social media posts observed during a specific period, without accounting for temporal variations or potential seasonal changes in communication strategies. Furthermore, the predictive model showed limited explanatory power, suggesting the need for future research to incorporate additional variables such as user interaction, the actual reach of posts, or the influence of institutional guidelines and public policies.

6. Conclusions

This study demonstrates that although travel and tourism agencies in Peru have consolidated their presence on social media as channels of interaction with clients and potential travelers, the pro-environmental commitment expressed in their posts remains limited and fragmented. Statistical evidence showed no significant differences among the different types of agencies, although retail agencies exhibit a lower probability of reaching higher levels of commitment compared to tour operators. These findings reveal that digital communication on sustainability is not yet structurally integrated into the communication strategies of the tourism sector. Therefore, practical implications are proposed for the following actors:

6.1. Travel and Tourism Agencies

The findings show that agencies must strengthen the strategic use of their social media as channels not only for commercial promotion but also for environmental education and awareness. Incorporating sustainability-related content can enhance their reputation, attract an increasingly conscious audience, and generate competitive advantages in markets where consumption decisions are increasingly influenced by social and environmental responsibility criteria.
From a theoretical perspective, this implication broadens the understanding of the role of tourism intermediaries as facilitators of pro-environmental behaviors through digital media. Their function is no longer limited to commercial intermediation but is redefined as active agents of change within the sustainable tourism ecosystem. This transformation calls for a revision of existing models of tourism communication by integrating the concept of agencies as digital sustainability educators.

6.2. Tourist Destinations

Digital communication with a sustainability focus should be assumed as a key element of destination management. Promoting a collective sustainability narrative—one in which agencies, hotels, and operators participate—will contribute to projecting an integrated image of the destination aligned with international demands. This strategy not only reinforces competitiveness but also strengthens cohesion among local stakeholders and improves the tourist experience by conveying a consistent environmental commitment.
Theoretically, the findings invite a rethinking of traditional destination management models by incorporating pro-environmental digital marketing as a structural component. This implies recognizing that sustainability must be addressed not only in the physical dimension (e.g., green infrastructure, regulation), but also in the symbolic and narrative dimension, where social media shape perceptions and attitudes. In this sense, destinations are consolidated not only as geographic spaces, but as sustainable discursive environments.

6.3. Public Policies

The findings highlight the need for government agencies to design policies that encourage both agencies and destinations to integrate sustainability into their digital strategies. Training programs, green certifications, and clear guidelines for responsible communication on social media could accelerate the adoption of good practices within the sector. Moreover, implementing public policies that recognize and reward the visibility of pro-environmental practices in digital environments would reinforce coherence between tourism promotion and national sustainability commitments.
This study provides empirical evidence to strengthen the framework of collaborative governance in digital sustainable tourism, in which public entities act as facilitators between private actors and communities. It therefore suggests the need to develop regulatory frameworks that include environmental communication indicators in digital platforms as part of the criteria for evaluating and monitoring tourism sustainability. This approach represents an innovation compared to traditional models based solely on infrastructure or operational certifications.
Future research could explore pro-environmental communication strategies in other key sectors of the tourism industry, such as hotels, restaurants, and tourist transportation services. These actors also play a critical role in shaping sustainable behaviors and could offer valuable insights when analyzed through their digital engagement practices. Moreover, future studies could expand the current analytical framework by incorporating additional dimensions of sustainability, such as the social and economic pillars. This would enable a more comprehensive assessment of how tourism actors address broader sustainability goals, including community development, fair employment practices, and economic resilience, in their communication efforts.

Author Contributions

Conceptualization, L.P. and M.-d.-C.F.-T.; data curation, L.P. and M.-d.-C.F.-T.; formal analysis, L.P., M.-d.-C.F.-T., M.-S.S.-L., L.S.-H., P.V.-S., and N.Q.-L.; investigation, L.P., M.-d.-C.F.-T., M.-S.S.-L., L.S.-H., P.V.-S., and N.Q.-L.; methodology, L.P., M.-d.-C.F.-T., M.-S.S.-L., L.S.-H., P.V.-S., and N.Q.-L.; project administration, L.P.; resources, L.S.-H., P.V.-S., and N.Q.-L.; supervision, M.-d.-C.F.-T.; validation, L.P., M.-d.-C.F.-T., M.-S.S.-L., L.S.-H., and N.Q.-L.; visualization, L.P.; writing—original draft, L.P., M.-d.-C.F.-T., M.-S.S.-L., and L.S.-H.; writing—review and editing, L.P., P.V.-S., and N.Q.-L. All authors have read and agreed to the published version of the manuscript.

Funding

The APC was funded by Universidad Privada Norbert Wiener, through the research project “Promotion of sustainable practices on social media by travel and tourism agencies: an objective analysis in the Peruvian context”, approved under Resolution No. 105-2025-R-UPNW.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Not applicable.

Data Availability Statement

The original data presented in the study are openly available in Zenodo at https://doi.org/10.5281/zenodo.17022428.

Acknowledgments

The authors would like to thank Shanon Aracely Ramos Lastarria and Diana Yeraldine Siancas Melendres for their collaboration in organizing the collected data.

Conflicts of Interest

The authors declare no conflicts of interest.

Appendix A

Table A1. Observation guide for pro-environmental behaviors in travel and tourism agencies.
Table A1. Observation guide for pro-environmental behaviors in travel and tourism agencies.
IndicatorsCriteria
1: Frequency of pro-environmental posts0 posts
1 to 2 posts
3 or more posts
2: Educational quality of sustainability messagesPublishes promotional content with generic references to sustainability, without much educational depth.
Informative or educational publications that address sustainable practices, but without a call to action.
Educational, interactive, and action-oriented content with clear messages about sustainability.
3: Use of visual content for sustainability communicationPublishes content on sustainability with text occasionally accompanied by images or simple graphics.
Uses images, videos, or infographics in some publications on sustainability, although not on a regular basis.
Consistently and strategically uses attractive visual elements (videos, images, infographics) in all publications related to sustainability.
4: Strategic use of sustainability-related hashtagsUses generic or irrelevant hashtags with no direct connection to sustainability.
Uses specific hashtags linked to sustainable tourism, albeit to a limited extent.
Uses multiple strategic hashtags about sustainability, tailored to the content posted.
5: Promotion of sustainable tourism activitiesOccasionally mentions a sustainable activity, without further development or continuity.
Promotes several sustainable activities on a recurring basis in its publications.
Consistently integrates and communicates sustainability in all its tourism service offerings.
6: Dissemination of sustainable travel experiencesMention sustainable tourist experiences, but without visual evidence or clear details.
Publish testimonials or experiences with visual content, even if they have low interaction or reach.
Share experiences with high interaction and use of attractive multimedia content (videos, reels, etc.).
7: Collaboration with sustainability-focused influencersOccasionally mentions influencers, but without an explicit focus on sustainability.
Participates in sporadic collaborations with influencers who promote sustainable practices.
Actively and systematically collaborates with influencers who spread sustainable messages on their platforms.

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Tourismhosp 06 00221 g001
Figure 1. Frequency of pro-environmental posts in travel and tourism agencies by type of agency and social media platform.
Figure 1. Frequency of pro-environmental posts in travel and tourism agencies by type of agency and social media platform.
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Figure 2. Pro-environmental message posted by Laraos Travel on Instagram.
Figure 2. Pro-environmental message posted by Laraos Travel on Instagram.
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Table 1. Distribution of social media use by type of travel and tourism agency.
Table 1. Distribution of social media use by type of travel and tourism agency.
Type of AgencyFacebookInstagramTik Tok
YesNoYesNoYesNo
Wholesale94.3%5.7%88.6%11.4%69.9%30.1%
Retail94.3%5.7%69.9%30.1%49.6%50.4%
Tour operator95.1%4.9%80.2%19.8%56.9%43.1%
Table 2. Distribution of pro-environmental commitment levels on social media by type of travel and tourism agency.
Table 2. Distribution of pro-environmental commitment levels on social media by type of travel and tourism agency.
Type of AgencyNo
Commitment		Low
Commitment		Partial
Commitment		Total
Commitment
Wholesale87.8%8.1%4.1%0%
Retail91.9%6.5%1.6%0%
Tour operator82.912.2%4.1%0.8%
Table 3. Chi-square test of independence (Type of agency × Pro-environmental commitment on social media).
Table 3. Chi-square test of independence (Type of agency × Pro-environmental commitment on social media).
StatisticValuedfp (Sig.)
Pearson chi-square6.42760.377
Likelihood ratio6.75560.344
Linear-by-Linear association1.19310.275
N of valid cases369––
Table 4. Ordinal logistic regression predictors of pro-environmental commitment.
Table 4. Ordinal logistic regression predictors of pro-environmental commitment.
Predictorβ (Coef.)Std. ErrorWald χ2dfpExp(B) (OR)95% CI Exp(B)
Wholesale (vs. Operator)−0.4380.3681.41910.2380.650.32–1.35
Retail (vs. Operator)−0.8720.4074.59110.0330.420.07–0.93
Facebook (vs. TikTok)0.1470.4790.09410.7591.160.44–3.05
Instagram (vs. TikTok)0.3720.5570.44610.5001.450.47–4.45
Table 5. Goodness-of-fit indicators of the ordinal logistic regression model.
Table 5. Goodness-of-fit indicators of the ordinal logistic regression model.
StatisticValuedfp (Sig.)
Global Chi-Square5.17040.270
Pearson Chi-Square15.207–0.764
Deviance Chi-Square14.363–0.812
Nagelkerke R20.023––
Cox & Snell R20.016––
McFadden R20.009––
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Pinedo, L.; Fernández-Trujillo, M.-d.-C.; Solano-Lavado, M.-S.; Scattolon-Huapaya, L.; Villarroel-Soto, P.; Quinto-Lazo, N. Do Travel and Tourism Agencies in Peru Promote Pro-Environmental Behaviors on Social Media? An Empirical Analysis. Tour. Hosp. 2025, 6, 221. https://doi.org/10.3390/tourhosp6050221

AMA Style

Pinedo L, Fernández-Trujillo M-d-C, Solano-Lavado M-S, Scattolon-Huapaya L, Villarroel-Soto P, Quinto-Lazo N. Do Travel and Tourism Agencies in Peru Promote Pro-Environmental Behaviors on Social Media? An Empirical Analysis. Tourism and Hospitality. 2025; 6(5):221. https://doi.org/10.3390/tourhosp6050221

Chicago/Turabian Style

Pinedo, Lloy, María-del-Carmen Fernández-Trujillo, Mariela-Stacy Solano-Lavado, Luciano Scattolon-Huapaya, Patricia Villarroel-Soto, and Nicol Quinto-Lazo. 2025. "Do Travel and Tourism Agencies in Peru Promote Pro-Environmental Behaviors on Social Media? An Empirical Analysis" Tourism and Hospitality 6, no. 5: 221. https://doi.org/10.3390/tourhosp6050221

APA Style

Pinedo, L., Fernández-Trujillo, M.-d.-C., Solano-Lavado, M.-S., Scattolon-Huapaya, L., Villarroel-Soto, P., & Quinto-Lazo, N. (2025). Do Travel and Tourism Agencies in Peru Promote Pro-Environmental Behaviors on Social Media? An Empirical Analysis. Tourism and Hospitality, 6(5), 221. https://doi.org/10.3390/tourhosp6050221

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