THE ROLE OF SOCIAL MEDIA MARKETING IN TRAVEL DECISIONS
Main Article Content
The way individuals connect with one another around the world has changed as a result of globalization and the rapid evolution of communication technologies. As a technology that enables businesses and customers to communicate without being present physically, social media has risen in popularity in recent years. Because of this, companies across a range of industries are using social media marketing (SMM) to increase customer interactions, word-of-mouth marketing and sales, brand value and recognition. However, the use of SMM is influenced by certain socioeconomic and cultural factors in a given area. The rise in social media usage in Uzbekistan as a result of the development of social media technology gives the tourism and hospitality industry the chance to use SMM to make significant progress in this country.Determining how SMM may affect consumer purchase decisions in Uzbekistan tourism industry is the goal of the current research article. As the most suitable research methodology, a narrative literature review was used in the current study. The study's findings indicate that social media usage has increased and that travelers now use social networks in the process of decision making. SMM has a lot of potential for tourism companies to increase their brand value, identity, awareness and word-of-mouth.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Choi, Soojin and Jang, Soocheong & Morrison, Alastair M. (2012). Structure of Travel Planning Processes and Information Use Patterns. Journal of Travel Research. 51. 26-40. http://dx.doi.org/10.1177/0047287510394191.
Evans, D., Bratton, S. and McKee, J. (2021). Social media marketing. AG Printing & Publishing
Fischer, Eileen and Reuber, A. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?. Journal of Business Venturing. http://dx.doi.org/26. 1-18. 10.1016/j.jbusvent.2010.09.002 4. Inoyatova, S. A., & Kh, K. O. (2018, December). ICT in Uzbekistan Tourism: analysis of online customer reviews. In Scientific Conference “Problems and prospects of tourism development for the population in need of social protection (pp. 10-12).
Khamidov, O. (2017). New stage of tourism development in Uzbekistan: actual problems and perspectives. World Scientific News, 86(3), 134-149.
Kim, A.J. and Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65, 1480-1486. http://dx.doi.org/10.1016/j.jbusres.2011.10.014
Koivisto, Elina & Mattila, Pekka. (2018). Extending the luxury experience to social media – User-Generated Content co-creation in a branded event. Journal of Business Research. http://dx.doi.org/117. 10.1016/j.jbusres.2018.10.030
Kotler, P. (2003). Marketing Management. 11th Edition, Prentice-Hall, Upper Saddle River.
Moutinho, L. (1987). Consumer Behaviour in Tourism. European Journal of Marketing, 21, 5-44. http://dx.doi.org/10.1108/EUM0000000004718
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic Analysis: Striving to Meet the Trustworthiness Criteria. International Journal of Qualitative Methods, 16(1), 1609406917733847. https://doi.org/10.1177/1609406917733847
Pike, S. (2020). Destination MarketingDestination Marketing. (3rd Edition). Routledge. London
Safko, Lon and Brake, D. (2009). The Social Media Bible: Tactics, Tools, and Strategies for Business Success. Wahyu Dian 13. Samatovich, R. S. (2021). Importance of Marketing in Tourism and Hotel Industry. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 1(2), 79-84.
Snyder, H. (2019). Literature Review as a Research Methodology: An Overview and Guidelines. Journal of Business Research, 104, 333-339. https://doi.org/10.1016/j.jbusres.2019.07.039
Sobirov, B. B., Khamidov, O., Pardaev, O. M., Ramos-Ramos, S., Soliev, M. B., & Negmatov, B. M. (2015). The role of social media, user generated platforms and crowd sourcing in the development of tourism destinations Journal of Hospitality Management and Tourism.
Tuten, T.L. (2020). Social Media Marketing (Fourth edition). SAGE Publications Ltd
Yuldashev, F. (2021). O'ZBEKISTON TURIZM SALOHIYATINI RIVOJLANTIRISHDA XORIJIY MAMLAKATLAR TAJRIBASI VA KLASTERLARNING AHAMIYATI. ЦЕНТР НАУЧНЫХ ПУБЛИКАЦИЙ (buxdu. uz), 8(8).