Social media influencers are tangibly shaping where and how Australians holiday, research shows. Photo: Darren England/AAP PHOTOS

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.

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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," say

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