Anila Kelmendi, MA
ABSTRACT
This study aims to analyze the impact of social media marketing on consumer behavior in the tourism sector and identify opportunities for the development of sustainable strategies for promoting tourist destinations. The study is based on a review of relevant literature and the analysis of best practices in digital marketing, with a focus on how social media influences the perception and decision-making of tourists. The results show that social media plays a key role in promoting tourist destinations, enabling direct interaction between tourism businesses and customers. Visual content, influencer marketing, and personalized communication strategies significantly impact the creation of the destination’s image and tourists’ decision-making. Additionally, marketing strategies based on storytelling and authentic experiences help increase engagement and the credibility of tourism brands.
Keywords: social media marketing, sustainable tourism, consumer behavior, destination promotion, digital engagement.
Volume 10, No.1 (2025): April
ISSN 2661-2666 (Online) International Scientific Journal Monte (ISJM)
ISSN 2661-264X (Print)
DOI : 10.33807/monte.20253280
DOI URL: https://doi.org/10.33807/monte.20253280
Full Text: PDF
This is an open-access article under the CC BY-NC-ND license (creativecommons.org/licenses/by-nc-nd/4.0/)