THE INFLUENCE OF SOCIAL MEDIA ON DESTINATION BRANDING AND TOURIST DECISION-MAKING

Abstract

The rapid proliferation of social media has transformed the landscape of destination branding and significantly impacted tourist decision-making processes. This study examines how platforms such as Instagram, Facebook, and Twitter shape perceptions of travel destinations and influence consumer choices. Through an analysis of user-generated content, influencer marketing, and the role of online reviews, the research highlights the mechanisms by which social media fosters emotional connections and aspirational travel experiences. It also investigates the dual role of social media as both a marketing tool for destinations and a platform for peer-to-peer interaction, creating a dynamic environment that shapes traveler expectations. The findings suggest that social media not only enhances brand visibility but also serves as a critical driver in the decision-making journey, leading to increased engagement and a shift in the way travelers discover and choose destinations. Ultimately, the study emphasizes the need for destination marketers to strategically harness social media's potential to effectively engage with prospective tourists and foster brand loyalty.