The role of social media in marketing the image of destinations

Abstract

The emergence of the internet particularly the use of social media platforms has changed the way potential visitors seek travel information and advice. The accessibility and comfort that comes with the internet has caused organisations to make use of social media platforms as a marketing tool to promote a destination’s image. Social media platforms which generate electronic word of mouth communication are a means of communication which connects people together as they share their own experiences and opinions. These social media platforms portray the different experiences of past travellers at different destinations which tend to influence a potential visitor’s perception regarding a particular destination. The way a destination is portrayed on these social media platforms tends to have an impact on potential visitors when it comes to choosing a holiday destination. The aim of this study focuses on the role that social media has in our society especially when it comes to market the image of destinations. Throughout this research the use of social media and electronic word of mouth communication as well as a destination’s image formation process is explained in detail. Furthermore, this research also discusses the relatively new social media source of travel blogs; mainly how these blogs promote a destination’s image as well as how influential such travel blogs are among different markets. The findings of the study verify that electronic world of mouth is an influential marketing tool when it comes to travel information search. It also identifies the effects of social media platforms, in particular travel blogs, and how they can effectively be marketed to promote a destination’s image.