Abstract

The tourism sector has undergone a significant transformation driven by the widespread adoption of social media, which is now essential for destination marketing and promotion. Social media platforms offer innovative ways to engage potential consumer through compelling visuals, authentic narratives, and real-time content. This engagement influences consumer perceptions and builds brand appeal well before purchase decisions are finalized, allowing to cultivate strong, emotionally resonant brands that attract diverse audiences. The impact of social media marketing extends beyond simple promotion; it fosters positive consumer attitudes and decisively shapes purchasing decisions. This research adopts a qualitative approach using purposive sampling, drawing on both primary observational data and secondary authoritative sources. Content analysis is systematically used to derive and support the study's findings. Furthermore, social media enhances the economic impact of tourism by attracting a broader visitor base, which benefits local enterprises and promotes sustainability by advocating for responsible travel practices. By examining successful digital marketing initiatives, this study identifies the practical mechanisms through which social media influences consumer behavior and purchase decisions, offering valuable insights for tourism stakeholders seeking to develop more effective marketing strategies and understanding how social media influence on consumer behavior and purchasing decisions.

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