The short version is that its people with large social media followings who use their influence on those platforms to influence people to buy outdoor things or support outdoor causes. 

It looks like most of the complaints come from them posting pictures with geotags and then massive herds of people showing up to those locations to take the same picture.

>But geotagging can also get specific, and that’s where the real issues start. “We’re having a lot of problems with people geotagging hidden or sensitive places,” Boué said, adding that these places don’t always have the infrastructure to handle a lot of new visitors.

[How the Rise of Outdoor Influencers Is Affecting the Environment][1]

Its sort of how the story of the man who had to cut his arm off brought more users to that specific canyon.

>Except for Ralston himself, Utah officials hadn’t performed a single rescue in Blue John or the surrounding canyons between 1998 and 2005. But after Ralston published a book about his ordeal in late 2004, and especially since last January’s release of 127 Hours, starring James Franco as Ralston, the canyon has seen a jump in rescues. Since June 2005, more than two dozen hikers have been reported missing in or near Blue John. Most of them, like Richards, were trying to retrace Ralston’s route.

[Tourist Trap][2]


  [1]: https://www.racked.com/2018/8/27/17719792/outdoor-influencers-leave-no-trace-bears-ears
  [2]: https://www.outsideonline.com/1892686/tourist-trap