Purpose This study examines how social media influencers (SMIs) shape the travel decisions of Indian millennials, particularly in contributing to overtourism or promoting sustainable alternatives. It focuses on the mediating role of the Fear of Missing Out (FOMO) and investigates how exposure to influencer content, influencer credibility, and social media engagement interact to influence travel behavior. The study aims to provide practical insights for advancing responsible tourism through ethical and sustainability-focused digital practices. Design/methodology/approach A quantitative, explanatory research design was employed, utilizing a structured online questionnaire administered to 466 Indian millennials (aged 25–40) who actively follow travel influencers on Instagram and YouTube. The data were analyzed using Structural Equation Modeling (SEM) to test the hypothesized relationships. A purposive non-probability sampling method was used to ensure relevance, and all ethical protocols—including informed consent, anonymity, and confidentiality—were strictly observed throughout the three-month data collection period. Findings Results revealed that influencer credibility (IC) and social media engagement (SME) significantly and positively influence travel behaviors that contribute to overtourism, while exposure to influencer content (EIC) shows a modest negative association, suggesting potential digital fatigue or skepticism. Fear of missing out (FOMO) partially mediates all three pathways, with IC exerting the strongest indirect effect, indicating that trust and perceived authenticity amplify the emotional drive behind impulsive and unsustainable travel decisions. Practical implications This study highlights the significant role of social media influencers in shaping travel behavior and emphasizes the urgent need to align their reach with sustainable tourism. By promoting eco-friendly practices, responsible travel, and lesser-known destinations, policymakers, platforms, and marketers can transform influencer marketing into a powerful tool for conservation, community empowerment, and cultural preservation. Originality/value By linking digital influence with psychological mediation, this study deepens the understanding of influencer-driven tourism behavior in India. It highlights FOMO as a critical bridge between online influence and real-world actions, supporting responsible content creation and regulation. The tri-theoretic integration advances non-Western tourism models by addressing cultural gaps identified by Gretzel et al. (2020).
NaveenKumar et al. (Fri,) studied this question.