Does social media significantly alter decision stages for nature-based tourists?

Purpose This study aims to explore how social media content influences travelers' perceptions and decision-making regarding nature-based tourism destinations. It specifically examines the roles of content characteristics, perceived reliability and authenticity, destination choice, and the relationship between pre-travel expectations and actual experiences. Design/methodology/approach The study adopts a qualitative research design based on semi-structured interviews focusing on travelers' use and evaluation of social media when selecting nature-based tourism destinations. The analysis examines participants' perceptions of different content formats, source credibility, decision-making influences, and the extent to which social media-generated expectations correspond with actual destination experiences. Findings The findings indicate that visual content, particularly photographs, videos, and short-form videos, contributes to destination attractiveness, perceived authenticity, accessibility, and pre-travel expectations. They further demonstrate that realistic, non-promotional content and independent traveler experiences enhance perceived reliability, while environmental degradation, physical difficulties, and concerns regarding safety and comfort may negatively affect destination decisions. Originality/value The study contributes to the literature by examining social media influence on nature-based tourism destination choice through an integrated perspective that connects content perception, authenticity, decision-making, and post-visit experience. Its value lies particularly in highlighting the importance of the relationship between social media-generated expectations and actual experiences, as well as travelers' continued reliance on multiple sources for information verification.