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THE IMPACT OF SOCIAL MEDIA
MARKETING (SMM) ON TOURIST MOTIVATIONS
AND TRAVEL DECISION – MAKING PROCESS:
STUDY OF TASHKENT, UZBEKISTAN
Tilovmurodov Dostonbek Furqat o‘g‘li,
Alfraganus universiteti Xalqaro turizm menejmenti kafedrasi o‘qituvchisi
e-mail: dostonbektilovmurodov7777@gmail.com ORCID: 0000-0001-5645-822X
Abstract:
Social media platforms like Facebook, Twitter and LinkedIn are extremely common nowadays.
People may simply create personal profiles and utilize them to create virtual networks of online and offline
connections. Facebook today has over 890 million active users, while Twitter and LinkedIn have about 284
million and 300 million respectively. Although social media usage among people originated in the United
States, more than 80 % of social media users are now non-residents of the United States demonstrating the
global appeal of social media and its vital importance in the business sector. This project would educate
academics, researchers, politicians in the tourism industry, and government officials on the importance of
social media marketing.
Key words:
social media marketing, social marketing, social media platforms, tourism, destination
choice, decision making
ВЛИЯНИЕ МАРКЕТИНГА В СОЦИАЛЬНЫХ СЕТЯХ (SMM)
НА ТУРИСТИЧЕСКИЕ МОТИВАЦИИ И РЕШЕНИЯ О ПУТЕШЕСТВИИ –
ПРОЦЕСС ПРИНЯТИЯ РЕШЕНИЯ: ИЗУЧЕНИЕ ТАШКЕНТА, УЗБЕКИСТАН.
Аннотация:
Платформы социальных сетей, такие как Facebook, Twitter и LinkedIn, в настоящее
время чрезвычайно распространены. Люди могут просто создавать личные профили и использовать
их для создания виртуальных сетей онлайн и офлайн-подключений. Сегодня у Facebook более
890 миллионов активных пользователей, а у Twitter и LinkedIn — около 284 миллионов и 300
миллионов соответственно. Хотя использование социальных сетей среди людей зародилось в
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INTRODUCTION
According to study by Dinan and Sargeant [1], social
media provides information for individuals interested
in eco-friendly and sustainable tourist destinations.
In this context, social media marketing offers tourism
organizations the option to adopt a more sustainable
approach by providing social marketing methods and
technology that may influence tourists’ sustainable
travel behaviors. This backs up Han’s [2] arguments
about how to inspire tourists to take greater personal
responsibility for the location and its surroundings. In
this context, social media is referred to as an important
channel for tourism information. The advancement
of internet technology has significantly enhanced the
importance of social media in everyday life [3]. Social
media has increased in popularity as a reliable source of
information and communication. They have significantly
impacted the way many firms, particularly those in the
tourism and hospitality industries, handle marketing
communications. The authority of the content shared
on these platforms adds to the effectiveness of social
media. Such information may provide travelers with a
trustworthy understanding of tourism sites and services.
It is recommended that scholars investigate the effects
of social media on tourism because it has become
one of the most important sources of information. To
lessen the risk of purchasing tourism services, which
is due to the experimental character of the majority of
tourism product purchases, travelers must gather a large
amount of information before making a final decision to
purchase travel-related things [1,2,3]. Tourists today rely
primarily on information provided by others to reduce the
risk and uncertainty associated with purchasing travel-
related products. Many people believe that information
shared by other travelers online is equivalent to offline
recommendations from friends, family, and other
travelers. It has also been observed that because visitors
frequently seek out other customers’ ideas and views
while making product or service selections, internet
platforms cause significant changes in their actions.
Social media content usually draws attention due to
how it is presented, particularly in the form of graphics
and experiences. Because of the ability to observe or
read about other visitors’ experiences, social networks
are already becoming important sources of information
for travelers [4]. According to one study, social media
posts, particularly those from persons with a strong
reputation, can have a considerable influence on trip
planning as well as final decision-making. Academics in
tourism have placed a strong emphasis on how social
media influences travel decisions. According to a recent
review of the literature, the majority of this research
has focused on how social media influences behavioral
intention, with very few studies on actual behavior. A few
studies, many of which used a deductive approach, have
produced relatively little insight into the roles of social
media in tourist decision-making. Cox’s study was the
first to investigate the roles of social media [5].
Social Media Marketing in Uzbekistan – Uzbekistan
Соединенных Штатах, более 80% пользователей социальных сетей в настоящее время являются
нерезидентами Соединенных Штатов, что демонстрирует глобальную привлекательность
социальных сетей и их жизненно важное значение в бизнес-секторе. Этот проект будет обучать
ученых, исследователей, политиков в индустрии туризма и государственных чиновников важности
маркетинга в социальных сетях.
Ключевые слова:
маркетинг в социальных сетях, социальный маркетинг, платформы
социальных сетей, туризм, выбор направления, принятие решений.
IJTIMOIY MEDIA MARKETINGNING (SMM) TURISTLARNING MOTIVATSIYA VA SAYOHAT QARORLARI
QABUL QILISH JARAYONIGA TA’SIRI: TOSHKENT, O‘ZBEKISTONNI O‘RGANISH MISOLIDA
Annotatsiya:
Hozirgi kunda Facebook, Twitter va LinkedIn kabi ijtimoiy media platformalari juda keng
tarqalgan. Odamlar shunchaki shaxsiy profillarni va ulardan onlayn va oflayn ulanishlarning virtual tarmoqlarini
yaratish uchun foydalanishlari mumkin. Facebook bugungi kunda 890 milliondan ortiq faol foydalanuvchiga
ega, Twitter va LinkedIn esa mos ravishda 284 million va 300 millionga yaqin. Garchi odamlar orasida ijtimoiy
mediadan foydalanish Qoʻshma Shtatlarda paydo boʻlgan boʻlsa-da, ijtimoiy media foydalanuvchilarining 80
%dan ortig’i hozirda Qoʻshma Shtatlarning norezidentlari boʻlib, ijtimoiy medianing global jozibadorligini va uning
biznes va servis sohasidagi hayotiy ahamiyatini namoyish etadi. Ushbu loyiha akademiklar, tadqiqotchilar, turizm
sanoatidagi tadbirkorlarga va hukumat amaldorlariga ijtimoiy media marketingning ahamiyati ko‘rsatishdan iborat.
Kalit so‘zlar:
ijtimoiy media marketing, ijtimoiy marketing, ijtimoiy media platformalari, turizm, maqsad
tanlash, qaror qabul qilish.
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is one of the most invested countries to creative growth.
Long-term social development policy of the Republic
of Uzbekistan is concentrated on strengthening the
digital society. The government promoted the adoption
and use of ICT technologies through a variety of
initiatives, including the President of the Republic of
Uzbekistan’s Decree «About Continuous Improvement
of Computerization Process and Implementation
of ICTs,» dated May 30, 2002, and the Cabinet of
Ministers’ ordinance on the subject, which defines
priority measures in this sector; [6]. The idea of
the Republic of Uzbekistan’s Law «On Information
Technology»; Adoption of the Project to Improve ICT and
Computerization Operations in the Republic from 2002
to 2010, as well as supplementary rules and laws. The
present regulatory framework aimed at promoting ICT
has the primary goal of establishing a comprehensive
national information system by embracing broad use of
modern ICT and telecommunications technologies in all
sectors of the economy and public life. The Internet and
telecommunications sectors have improved dramatically
as a result of a range of government initiatives to
promote the country’s ICT industry. The number of
small and micro-firms operating in the Transport and
Communications sector increased by 0.2 % between
2014 (4,6 %) and 2015 (4,8 %). Internet and mobile
communication services are also growing in popularity.
Mobile and phone communication services, as well as
Internet network services, are the key revenue drivers
in Uzbekistan’s communications industry, according to
the Statistics Committee. Revenue from Internet network
providers increased from 10.8 % in 2013 to 14.0 % in
2014. These statistics, first and foremost, show the
growing popularity of using the Internet in all parts of
the country’s economy [6].
Interest of the article - this study is to examine
visitors’ behavior who use social media marketing to
travel or engage in tourism activities in Tashkent, and
this paper aims to analyze the literature and provide a
structured description of the notion «social media» and its
various types; discuss the challenges and opportunities
of incorporating social media into tourism marketing
strategies in developing countries (using Uzbekistan as
an example); and examine the current situation.
LITERATURE REVIEW
According to a survey, individuals who prioritize
smart and sustainable tourism attractions can benefit
from social media. As a result, social media marketing
enables tourist firms to take a more sustainable strategy
by providing social marketing methods and tools that can
impact visitors’ sustainable behavior. This is consistent
with Han’s [8] statements about urging tourists to take
greater personal responsibility for the place and its
environment in order to promote sustainable tourism.
Social media is regarded as a significant medium
for tourist information in this context, particularly in
relation to environmental standards, engagement in
pro-environmental social media activities, and the
establishment of pro-environmental online communities
[8]. The research has found three significant driving
factors in Asian regions that are pushing a paradigm
change in tourism prospects, including the introduction
of mobile social media and gamification. In response
to the global pandemic during the previous year, a
plausible relationship between sustainable tourism and
social media users is discovered. They discovered that
tourists’ use of social media supports and influences
their purchases of locally created souvenirs, hence
helping the growth of local community-based tourism.
Although the use of social media in travel planning has
been hotly contested, national tourism markets differ in
many ways, including how potential visitors respond to
social media impact [8]. Given the intangible nature of
travel services and the perceived risk throughout the trip
decision-making process, the impact of social media on
consumer behavior has received considerable attention
in the tourism and travel sector. Several studies have
been conducted to investigate visitors’ intentions to
use social media, as well as the usage and influence of
social media on travel information searches, attitudes,
and purchasing intentions. The increasing relevance
of social media in many aspects of tourist decision-
making warrants an in-depth examination of the role that
social media sites play in tourists’ information search
and decision-making processes. Despite their rare,
qualitative study has been performed to explore the effect
of social media on visitors’ decision-making processes
[9]. The analysis of tourist adoption and the processing of
information from internet reviews was the primary focus of
the research. A qualitative in-depth study was conducted
on the influence of social media on customers’ hotel
decision-making process, with a specific focus on the
‘evaluation stage,’ which involves information search and
selection via social media, and inductively investigated
social media methods used by hospitality and tourism
practitioners. Although social media has been highlighted
for its potential to influence the five stages of tourists’
decision-making process (need recognition, information
search, alternative evaluation, purchase decision, and
post-purchase behavior), the study provides little to our
understanding of tourists’ actual use of social media
and its influence on each stage of the decision-making
process [9]. According to sources, consumers evaluate
the impact of online reviews on tourism businesses.
Tourist-generated material on social media increases
prospective passengers’ confidence and expectations.
These personal experiences are judged real or credible
based on similar/shared experiences (photos, videos,
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blogs, podcasts) of other travelers, resulting in a
higher rate of use among potential travelers consulting
reputable sources of e-WOM information when arranging
a trip. During the planning and decision-making
process, government-sponsored tourist websites,
travel companies, mass media advertising, and other
forms of tourism information websites are also likely
to be used. Potential visitors, according to Schroeder
and Pennington-Gray [10], acquire information from
these many sources to construct a pool of collective
knowledge of information. Other experts feel that social
media’s participation in tourism has an impact on the
market; social media develops destination image and
influences tourists’ decision-making processes through
viewpoints and experiences. Prior to the emergence
of web-based platforms, the mass media was the key
source of information on tourist locations, molding their
image through numerous mediums of communication
such as television, radio, newspapers, and movies,
among others. Over the last two decades, social media
has grown into a web-based communication platform
that reaches a diverse range of people that create and
share their own content [10].
METHODOLOGY
This study included qualitative research, which is
an effective way for investigating unique occurrences.
This sort of research is less technical than quantitative
methods and focuses on people’s attitudes in everyday
circumstances, making it appropriate for investigating
tourism and hospitality issues. This research can
be conducted using ethnographic fieldwork and a
combination of inductive and explorative methodologies.
Such procedures include interviews, participant or
non-participant observations, focus groups, and
other comparable methods. According to Woodman,
qualitative research approaches topics differently from
the methodology mentioned above. It is predicated on
the fundamental idea that «reality» is subjective: each
human being builds a unique, personal vision of how
the world works based on his or her own encounters
with it. Qualitative research information provides user
experiences, tastes, goals, habits, and a range of
other types of information that are vital in developing a
product that will actually fit into a consumer’s life. The
goal of qualitative analysis is to analyze the subjective
meaning or social output of persons, events, or activities
through non-standardized data collection and frequent
examination of text and images rather than numbers
and statistics [11]. The 15 foreign tourists chosen as
respondents were picked from a large number of visitors,
primarily international tourists traveling in groups or
alone. Participants interested in participating in the
research will be asked preliminary quick interview
questions to assess if they fall within the scope of the
study. The 15 persons who come inside the scope of
the inquiry will be questioned. Another alternative was
to post leaflets on notice boards and distribute them
to anyone who might be interested in participating in
the research. The third strategy was to find interested
respondents on tourism hotspots through word of mouth
and social connections [11].
RESULT
Three significant patterns emerged from the
transcribed and coded data from the interviews, which
were recognized and classified. All of these themes will be
presented and discussed further below by analyzing the
opinions, perceptions, and feelings of the respondents
who were interviewed at the Tashkent international airport
in the following ways: 1) traveling motivation and social
media influence, 2) relevant information and social media
usage, and 3) Consultation of travel company websites.
1. Traveling motivation and social media influence
– the trip preparation process is separated into
three stages. During the pre-trip stage, potential
travelers admit their want to go; they hunt for
travel-related information and consider possibilities.
When traveling, tourists make different purchasing
decisions. Finally, after their journey, visitors
evaluate their experiences by posting them on
WOM or social media [12]. However, their most
visible time of action or utilization of a particular
platform remains visible. According to interview
findings, respondents said that traveling allows them
to learn about different civilizations, explore new
places, and meet interesting individuals. Encourage
participants to enjoy being in an uncommon setting
and learning about its history and culture. It’s also
an opportunity for tourists to expand themselves by
trying something new or pushing their limitations.
Traveling allows visitors to acquire perspective
on life, appreciate what they have at home, and
become more receptive to different ways of living.
Yes, social networking has greatly aided tourists in
discovering accommodations, the best local eateries,
and arranging their trips.
2. Relevant information and social media usage
– most of the respondents believe that media
information is not fully trustable, respondents relied
on blogging platforms and networks such as Word
Press. Brands may be promoted by blogging by
mentioning them in a relevant blog or by writing a
whole blog focusing on that brand. In any case, it aids
in research of Uzbekistan and draws respondents
notice to this site. However, social media cannot
be trusted as a source of information. Sure, there
is trustworthy information on social media. There
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is, however, a lot of disinformation. And there is no
way to verify it on social media. Take a stroll through
TikTok and TripInfo. There are trustworthy physicians
who provide useful information, as well as quacks.
It is up to you to assess. Unfortunately, it appears
that the majority of individuals are too ignorant to
do so efficiently. Buyer beware. If you rely on social
media as your major source of news or information,
I doubt your ability to analyze anything correctly.
Some other believe that social media is modern
source if information’s.
3. Consultation of travel company websites
– nowadays travel companies also using social
media for commerce, to promote and sell by using
their own websites like TripAdvisor, Travigo, Booking.
com, AirBnB, tourists favorite app for finding nearby
and good restaurants, hotel reviews, things-to-do tips,
carrentals.com know of for finding cheapest car rentals,
converter plus (international travelers frequently need
currency and metric conversion help), hotels.com
(good for finding hotel deals and their reward program
is awesome), and Yandex, Uber and Taxi.Com (only
available in some cities, but great in cities). Respondent
believe that travel components like TripAdvisor, where
individuals publish their reviews of destinations, hotels,
restaurants, activities, and so on. Before making any
final judgments, I rely on the experience and feedback
of others. People frequently provide images to back up
their claims, which is incredibly useful. If I understand
it properly, a travel website may just stress the most
favorable parts of a location, and this must be seen for
what it is – an attempt to bring you there regardless of
what it delivers said most of the interview respondents.
DISCUSSION
People’s use of social media has become a habit
in their everyday life. As they browse social media
platforms, users are exposed to a vast number of
images and postings outlining particular features, traits,
or other aspects of a certain area. These materials may
inspire people to add a certain location or venue to their
‘wish list’ for future trips. These materials may ‘pop up’
and influence customers’ travel decisions when they
are planning their next vacation or trip. This function
of social media is known as a need generator since it
may increase initial awareness of a location as well as
create an interest or want that entices people to visit.
The impact is indirect since social media only increases
the desire to visit, but other factors such as available
money and time, as well as a lack of better alternatives,
may affect passengers’ final selections. In addition, this
work has minimal direct influence on travel choices
[13,14,15]. According to the interview results, the majority
of respondents believed that social media provides the
most up-to-date information in the most convenient way.
For example, if you follow us on social media, you may
hear about the latest travel news, vacation deals, offers,
and airfare costs. Our social media channels provide
travel inspiration as well as amazing images and videos
of incredible locations to excite your interest in traveling!
Several studies have looked into travelers’ intentions to
use social media, as well as the use and influence of
social media on travel information searches, attitudes,
purchasing intentions and travel decisions. Whatever
puts a location to a person’s ‘want list,’ material posted
on social media may remind the viewer of a destination
and stimulate his/her need and desire to come there in
the future. This may occur at any time while users are
browsing social media for a variety of reasons, and it
cannot be considered conscious engagement. According
to the findings of the current study, the majority of
participants stated that travel business websites and
social media platforms contain comments from other
travelers, allowing you to make an educated decision
about where to stay or what activities to engage in while
on vacation [13,14,15].
CONCLUSION AND
RECOMMENDATIONS
The paper is the first empirical study to examine
qualitatively the functions of social media in tourist
decision-making, including the selection of six trip
components. According to study that a small number of
social media research focus on real behavior. Similarly,
research that focus on both pre-trip and on-trip
activities are uncommon. A handful of theoretical
contributions stand out. To begin, four social media
roles are presented; two have direct and two have
indirect effects on visitor selections. In general, social
media has an indirect influence in the selection of a trip
location, acting as a need generator and a supporter.
In practice, this study gives significant insights for
many tourism sectors by studying visitor decision-
making processes and the involvement of social
media in those processes. According to our findings,
social media have no significant effect in travelers’
decisions on which airlines to utilize. Most people will
buy tickets as long as the pricing are acceptable. The
majority of respondents in this survey are Asian. The
tiny sample size of Western visitors is insufficient for a
valid cross-cultural study. Future cross-cultural study
is recommended to have a better understanding of
potential disparities. It is reasonable to believe that a
growth in the usage of social media during journeys
may also be witnessed among Western visitors.
Following that, scale development studies might be
carried out to propose measurement items connected
with each of the four functions proposed by the current
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study. As a result, the impacts of social media roles on
travel decisions may be studied quantitatively. Based on
a study of the research, it is clear that social media
sites do play an essential role in tourism. Social media
continues to play an important role in everything
from information search to trip planning and location
selection. According to the literature study, the most
common stages in which travelers utilize social
media sites are the information search stage (pre-trip
stage) and the experience sharing stage (after trip
stage). Sites like Facebook, YouTube, Instagram, and
TripAdvisor are the most popular among travelers for
trip planning, and Instagram is quickly becoming a
prominent social networking site for trip planning and
location selection. It is essential that tourism marketers
understand the behavior of visitors in these online
spaces in order to make strategic decisions when
developing social media marketing campaigns. The
study simply reviewed past literature; future studies
might look at data from the supply side to see if tourists
utilize social media sites to seek for tourism locations
and related travel activities.
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