The social intelligence and networking found in social media further empower travelers and citizens to support service innovation and foster grassroots entrepreneurship in sustainable service design (Carlsen and Edwards 2008; Schaltegger and Wagner 2011). In the tourism industry,
this occurs with www.natureworldtravel.com, for instance, which encourages tourists to share their travel photographs to monitor and identify ecoproblems (e.g., sick turtles or a polluted marine ecosystem) and to raise funds to support sustainability practices (such as selling souvenirs;
Sigala 2013).