IMPACT OF SOCIAL MEDIA MARKETING IN SELECTING SHAKHRISABZ CITY AS A TOURIST DESTINATION

Abstract

As technology advances, more organizations, including the tourist industry, are adopting and utilizing social media to share information and engage with consumers more efficiently. Social media is progressively revolutionizing numerous tourism businesses due to its boundless capacities. As a result, social media platforms enable tourist service providers to sell their products and services at a cheaper cost. In an information-dominated age, online communication between individuals, businesses, and groups appears to be a simple, common, everyday answer. The phenomenal growth of social media apps, which characterize today's online communication systems, drives an increasing number of individuals and organizations to utilize them for gathering and disseminating information, promoting or criticizing products and services. Despite the fact that social media applications appear to be incredibly effective, inexpensive, and simple to use for advertising a company's products or services, there is a considerable chance of failure connected with them. The company must consider that the messages sent may be received differently by the intended users. Following that, the study analyzed at the influence of social media marketing, social media marketing content, and social media marketing features on the travel locations chosen by tourist visiting Shakhrisabz, Uzbekistan. A simple random sample methodology was used to choose respondents from the population, and an interview was conducted to collect data, with a qualitative method used for interview analysis.