THE ROLE OF SOCIAL MEDIA IN SHAPING TOURIST DESTINATION IMAGE AND TRAVEL DECISIONS

Abstract

This paper investigates the significant role of social media in shaping the image of tourist destinations and influencing travel decision-making in the digital era. With the rapid growth of platforms such as Instagram, TikTok, and YouTube, tourists increasingly rely on visual and usergenerated content rather than traditional information sources. The study analyzes how social media contributes to the formation of destination image, affects tourists’ perceptions, and guides their travel choices. Additionally, it explores both the positive and negative implications of social media, including the risks of misinformation and overtourism.