The Role of Social Media and its Impact on Shaping Tourist Destination: A Comparative Study

Abstract

This research investigates the influence of social media influencers on the perceptions of tourist destinations, with a particular focus on variations across different generational groups. As the travel industry increasingly relies on digital platforms for promotion, understanding how various age cohorts engage with and are influenced by influencer content becomes crucial for effective destination marketing. Through a comprehensive survey-based analysis, this study aims to unveil the nuanced impact of social media influencers on destination perceptions among different generations. The findings will contribute valuable insights to tourism organizations, helping them tailor marketing strategies to resonate with diverse age groups in the evolving landscape of influencer-driven travel content.