The impact of social media on marketing and destination image in tourism
Subject Areas :Zahra Nobar 1 , Akbar Rahimi 2 *
1 - Department of Urban and Regional Planning, University of Tabriz, Tabriz, Iran
2 - Associate Professor, Department of Urban and Regional Planning, University of Tabriz, Tabriz, Iran.
Keywords: social media marketing, destination image, tourism marketing, digital tourism,
Abstract :
social media plays a vital role in modern tourism by facilitating information exchange, shaping destination image, and enriching travel experiences. In the digital era, tourism marketing requires strategic use of these platforms to maximize engagement and impact. This study systematically reviews academic articles published between 2011 and 2020 to examine the influence of social media on the tourism industry. The reviewed literature, sourced from reputable databases, was categorized into major themes, including digital marketing, smart tourism destinations, destination image, and social interaction among tourists. Findings reveal that social media not only fosters interaction and facilitates travel planning but also contributes significantly to forming and reinforcing destination images. Furthermore, these platforms empower tourists to co-create and share travel experiences. The study identifies existing research gaps and proposes a conceptual framework for advancing digital tourism strategies and achieving more effective marketing outcomes.
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