THE EFFECTIVENESS OF SOCIAL MEDIA PLATFORMS IN PROMOTING TOURIST DESTINATIONS: ANALYSIS AND RECOMMENDATIONS

Abstract

This study examines the effectiveness of social media platforms in promoting tourist
destinations and influencing traveler behavior. Using a mixed-methods approach combining
surveys, interviews, and content analysis, results show that TikTok and Instagram are the most
effective platforms for engagement and destination promotion. Authentic storytelling, usergenerated content, and visual appeal significantly enhance destination image and travel intention.
The study concludes that data-driven, authentic, and emotionally resonant strategies are essential
for maximizing social media’s impact on tourism marketing and sustainable destination
development.