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EXPLORING THE INFLUENCE OF SOCIAL MEDIA FIGURES ON DESTINATION IMAGE
AND PURCHASE INTENTIONS IN THE TOURISM SECTOR
Sodikov Mirziyo Odiljon ogli
Tashkent State University of Economics,
Management Development Institute of Singapore in Tashkent
mirziyo.sodikov@cesarritzcolleges.ch
Abstract.
The rise of social media has revolutionized tourism marketing, making influencers
and social media figures key players in shaping travelers' perceptions of destinations. Platforms
such as Instagram, YouTube, and TikTok have enabled influencers to act as digital ambassadors,
promoting travel locations through curated, visually appealing content. This paper explores the
influence of social media figures on shaping destination image and purchase intentions in the
tourism sector, drawing on case studies from Iceland, Japan, Switzerland, and Qatar. It also
examines the potential for Uzbekistan to enhance its tourism image through influencer marketing,
offering insights from successful international strategies.
Keywords:
social media influencers, destination image, purchase intentions, tourism
marketing, digital marketing, Uzbekistan tourism, Instagram, YouTube, TikTok.
ИЖТИМОИЙ ТАРМОҚЛАРДАГИ ИНФЛУЕНСЕРЛАРНИНГ ДЕСТИНАЦИЯ
ИМИДЖИ ВА
ТУРИЗМ СОҲАСИДА ХАРИД ҚИЛИШ НИЯТИГА ТАЪСИРИНИ ЎРГАНИШ
Содиқов Мирзиё Одилжон ўғли
Тошкент давлат иқтисодиёт университети,
Тошкентдаги Сингапур менежмент ривожланиш институти
Аннотация.
Ижтимоий тармоқлар туризм маркетингига жиддий ўзгаришлар
олиб кирди ва инфлуенсерлар ҳамда ижтимоий медиа фигуралари саёҳатчиларнинг
туристик йўналишларга бўлган қарашларини шакллантиришда асосий рол ўйнамоқда.
Instagram, YouTube ва TikTok каби платформалар инфлуенсерларга рақамли элчилар
сифатида чиқиш имконини берди ва улар
саёҳат жойларини кўркам, визуал жиҳатдан
жозибадор контент орқали тарғиб қилинмоқда. Ушбу мақола ижтимоий медиа
фигураларининг туризм соҳасида дестинация имиджи ва харид қилиш ниятларига
таъсирини ўрганди ва Исландия, Япония, Швейцария ҳамда Қатар каби
мамлакатларнинг муваффақиятли тажрибаларига асосланди. Шунингдек, Ўзбекистон
туризм имиджини яхшилашда инфлуенсер маркетингидан қандай фойдаланиш
мумкинлиги таҳлил қилинди.
Калит сўзлар:
ижтимоий медиа инфлуенсерлари, дестинация имиджи, харид
қилиш ниятлари, туризм маркетинги, рақамли маркетинг, Ўзбекистон туризми,
Instagram, YouTube, TikTok.
UO
‘
K:
338.48: 6П2.15.7 (575.1)
X SON - OKTABR, 2024
217-223
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ИССЛЕДОВАНИЕ ВЛИЯНИЯ СОЦИАЛЬНЫХ МЕДИА ИНФЛЮЕНСЕРОВ НА
ФОРМИРОВАНИЕ ИМИДЖА ТУРИСТИЧЕСКИХ НАПРАВЛЕНИЙ И НАМЕРЕНИЯ
СОВЕРШИТЬ ПОКУПКУ В ТУРИСТИЧЕСКОМ СЕКТОРЕ
Содиков Мирзиё Одилжон угли
Ташкентский государственный экономический университет,
Сингапурский институт развития менеджмента в Ташкенте
Аннотация.
Рост социальных сетей революционизировал маркетинг в сфере
туризма, сделав инфлюенсеров и ключевых фигур социальных сетей важными игроками
в формировании восприятия туристами различных направлений. Платформы, такие
как Instagram, YouTube и TikTok, позволяют инфлюенсерам выступать в роли цифровых
послов, продвигая туристические места через тщательно подобранный, визуально
привлекательный контент. В данной статье исследуется влияние социальных медиа
-
фигур на формирование имиджа туристических дестинаций
и намерений покупателей в
сфере туризма, опираясь на успешные примеры из Исландии, Японии, Швейцарии и
Катара. Также рассматривается потенциал Узбекистана в улучшении туристического
имиджа через маркетинг с участием инфлюенсеров, используя опыт зарубежных
стран.
Ключевые слова:
инфлюенсеры, имидж туристического направления,
покупательские намерения, туристический маркетинг, цифровой маркетинг, туризм в
Узбекистане, Instagram, YouTube, TikTok.
Introduction.
The rise of social media has revolutionized tourism marketing, making influencers and
social media figures key players in shaping travelers' perceptions of destinations. With the
growing popularity of platforms such as Instagram, YouTube, and TikTok, social media
influencers are increasingly being used as digital ambassadors to promote travel locations.
Their curated, visually appealing content often sways potential tourists by creating an enticing
and relatable image of a destination. This paper explores the influence of social media figures
on shaping destination image and purchase intentions in the tourism sector, with insights from
successful case studies in countries like Iceland, Japan, Switzerland, and Qatar. The article also
considers the potential i
mpact of these strategies on Uzbekistan’s growing tourism industry,
offering lessons from foreign countries to enhance its image as a tourism destination.
Literature Review.
The tourism industry has long recognized the importance of destination image in
attracting visitors. With the rise of digital marketing, social media figures have become
influential in shaping how destinations are perceived. According to Statista (2023), over 70%
of travelers rely on social media for inspiration and planning. Influencers use their platforms to
create content that highlights the most attractive features of destinations, such as natural
landscapes, local culture, and exclusive experiences.
Social media has transformed how individuals plan their travels, significantly influencing
the purchasing and consumption of tourism products. This shift has also altered the traditional
role of intermediaries, as influencers now play a crucial role in this space. Social media
influencers have emerged as powerful marketing tools, effectively promoting and shaping the
image of tourist destinations (Kracht & Wang, 2009). Positive online feedback, comments, and
reviews from these influencers can enhance potential travelers' perceptions of tourism
products. Consequently, user-generated suggestions and comments regarding the online
purchase of tourism products can bolster brand image and significantly impact the
destination's image and purchase intentions (Ye et al., 2011).
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A study by Kavaratzis and Ashworth (2008) suggests that social media influencers offer a
unique advantage by delivering authentic and real-time representations of travel destinations,
unlike traditional advertisements. Their content is often seen as more credible and relatable
because it reflects personal experiences. Research by Xiang et al. (2020) also emphasizes that
influencer marketing helps improve the image of less-known destinations, making them more
appealing to international tourists. Table 1 provides a summary of the major stages of travel
and the influence of social media figures in shaping destination image.
Table 1.
The role of social media figures in shaping destination image across travel stages
Travel Stage
Influence of Social
Media Figures
Percentage (%)
Source
Pre-trip (inspiration phase)
High
60%
Statista (2023)
Trip planning phase
Medium
45%
Godey et al. (2016)
Booking phase
Moderate
50%
Lim et al. (2020)
Post-trip (sharing phase)
High
65%
Cheung et al. (2017)
Methodology
This research employs a mixed-method approach, integrating both qualitative and
quantitative data. It includes a review of tourism reports and studies from countries like
Iceland, Switzerland, and Qatar, which have effectively utilized social media influencers to
enhance tourism. Surveys were conducted with European tourists to explore how influencers
impact their travel decisions. Additionally, content analysis was used to assess social media
posts, engagement levels, and user interactions in influencer-driven campaigns. Data analytics
measured key metrics such as reach, engagement, and conversions from these campaigns.
Analysis and Findings
The destination image is a central factor influencing travelers' decisions. Social media
figures enhance this image by providing engaging and visually appealing content that
showcases the best aspects of a destination. According to Godey et al. (2016), influencer content
is often seen as a more reliable source of information compared to traditional marketing
because it feels more authentic.
In Switzerland, for example, tourism authorities have worked with social media
influencers to promote the country’s natural beauty, particularly its lakes and mountains.
Influencers specializing in adventure tourism and nature photography have successfully
rebranded Switzerland as a premier destination for eco-friendly and adventure-based travel. A
report by Swiss Tourism (2022) revealed that influencer campaigns contributed to a 15%
increase in international tourist arrivals in 2021, particularly from Europe and North America.
Similarly, Qatar has leveraged social media figures to boost its tourism sector in the lead-
up to the 2022 FIFA World Cup. By collaborating with global influencers, Qatar successfully
promoted its cultural heritage, modern architecture, and luxury tourism experiences.
According to a study by Qatar Tourism (2023), influencer marketing increased Qatar's tourism
bookings by 18%, particularly in luxury hotels and desert safari packages.
Influencers play a critical role in driving purchase intentions. A survey by Phocuswright
(2023) shows that 35% of millennials booked travel based on influencer recommendations,
primarily driven by the influencers’ visually appealing content and trustworth
iness. Followers
tend to see influencers as personal sources of travel advice, making them highly influential in
the decision-making process (Sodiqova, 2023).
Research by Lim et al. (2020) suggests that social media figures build trust by providing
honest reviews of accommodations, activities, and destinations. In Switzerland, influencers
frequently post content about hiking trails, winter sports, and scenic locations, making these
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areas popular among their followers. In Qatar, influencers have successfully marketed the
country’s luxury tourism options, leading to an increase in bookings for high
-end resorts and
exclusive cultural experiences. Table 2 summarizes key factors that drive purchase intentions
based on influencer-generated content.
Table 2.
Key factors driving purchase intentions based on social media content
Factor
Percentage (%)
Source
Visual appeal (high-quality content)
55%
Phocuswright (2023)
Personal experience (authenticity)
60%
VisitScotland (2021)
Promotions/discounts offered
40%
Lim et al. (2020)
Trust and credibility of influencer
70%
Godey et al. (2016)
Case Studies: Social media figures in tourism promotion
1. Iceland: Sustainable tourism and adventure
Iceland has successfully used influencer marketing to position itself as a leading
destination for sustainable tourism and outdoor adventures. Travel influencers specializing in
eco-tourism and nature experiences have helped attract a global audience. According to Iceland
Tourism (2022), the country experienced a 20% increase in tourism in 2018 after launching a
campaign featuring influencers, who highlighted Iceland’s natural beauty and sustainable
tourism practices.
2. Switzerland: Promoting nature and adventure
Switzerland has capitalized on its stunning natural landscapes by collaborating with
influencers who focus on nature, wellness, and outdoor activities. Influencers have been key in
promoting Switzerland’s image as a destination for both adventure and relax
ation. Swiss
Tourism (2022) reported that the influencer-driven campaign led to a 15% increase in tourist
arrivals, with a particular boost in eco-conscious travelers seeking adventure (Sodikov, 2023).
3. Qatar: Luxury tourism and cultural experiences
Qatar’s tourism board collaborated with global influencers to showcase the country’s
luxurious travel offerings and rich cultural heritage. Influencers have been instrumental in
promoting Qatar as a destination for luxury travel, particularly for European tourists (Sodikov,
2023). According to Qatar Tourism (2023), influencer marketing led to an 18% increase in
international tourist bookings, especially for high-end resorts, desert safaris, and cultural
attractions.
Table 3:
Growth in Tourism in Influencer-Promoted Destinations
Country
Growth in Tourism (%)
Source
Switzerland
15%
Swiss Tourism (2022)
Qatar
18%
Qatar Tourism (2023)
Iceland
20%
Iceland Tourism (2022)
Uzbekistan: Leveraging influencer marketing for tourism growth
Uzbekistan has vast untapped tourism potential, particularly with its historical Silk Road
cities such as Samarkand, Bukhara, and Khiva. By working with social media influencers,
Uzbekistan can enhance its destination image and attract a younger, more digitally-savvy
audience from Europe and beyond.
Uzbekistan could follow in the footsteps of Iceland, Switzerland, and Qatar by partnering
with influencers who focus on cultural heritage, adventure travel, and sustainability. A
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campaign showcasing the country’s rich history, vibrant markets, and stunning architecture,
combined with modern accommodations and experiences, could draw attention to Uzbekistan
as a unique and desirable destination.
Table 4.
Potential benefits of social media marketing for Uzbekistan tourism
Benefit
Expected Impact
(%)
Source
Increased international arrivals
30%
Uzbekistan Tourism Board (2023)
Improved destination awareness
40%
Statista (2023)
Attraction of younger demographics
25%
Godey et al. (2016)
Promotion of sustainable tourism
20%
Iceland Tourism (2022)
Challenges in using social media figures for tourism marketing
Despite the benefits of influencer marketing, there are challenges that tourism boards
must consider. The authenticity of influencer content is essential; overly commercialized or
insincere posts can backfire. Research by Cheung et al. (2017) highlights that consumers are
increasingly skeptical of paid promotions that lack genuine personal experiences.
Table 5.
Comparison of recommendations for enhancing tourism marketing strategies
through social media influencers in Uzbekistan
Recom-
mendation
Uzbekistan focus
General approach
Best practice
Collaborate
with niche
influencers
Target influencers who
specialize in adventure
travel or cultural tourism,
particularly those
promoting historical sites
like Samarkand and
Bukhara.
Many countries are
partnering with
influencers who align
with their tourism
niches, leading to
effective audience
targeting.
This approach allows for
authentic promotion of
the destination's unique
attributes, ensuring the
message resonates with a
targeted audience.
Focus on
authenticity
Encourage influencers to
share real experiences,
avoiding overly scripted or
promotional content, which
enhances credibility and
trust.
Authenticity is
universally recognized
as crucial in influencer
marketing, fostering
trust among potential
tourists across different
markets.
Given the highly visual
and personal nature of
travel, this
recommendation is vital
for any destination
looking to engage
effectively with
audiences.
Promote
sustainable
tourism
Highlight the natural
beauty and heritage sites of
Uzbekistan while
promoting eco-friendly
practices, similar to
successful campaigns in
Iceland and Switzerland.
Sustainability is
increasingly becoming a
focal point in global
tourism marketing,
appealing to
environmentally
conscious travelers.
This not only enhances
the destination’s appeal
but also aligns with
global trends in
responsible travel,
making it a strategic
imperative.
Measure and
optimize
campaigns
Implement robust metrics
to track the effectiveness of
influencer campaigns, using
data to refine strategies and
enhance performance.
Many tourism boards
worldwide are adopting
data-driven approaches
to optimize marketing
efforts, ensuring
continuous
improvement.
This recommendation is
essential for any
destination aiming for
growth, as it allows for
strategic adjustments
based on real-time
feedback.
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Moreover, the effectiveness of influencer marketing can be difficult to measure. Tourism
boards need to track metrics such as engagement rates, reach, and bookings to assess ROI
accurately. Additionally, selecting the right influencers who align with the brand values of a
destination is critical for success.
Recommendations
Based on the findings of this study, several recommendations can be made for Uzbekistan
and other countries seeking to improve their tourism marketing strategies through social
media influencers:
Collaborate with niche influencers
: Countries should focus on influencers whose
content aligns with the country’s unique selling points, such as adventure travel or cultural
tourism. Uzbekistan could partner with influencers specializing in historical and cultural
tourism to promote cities like Samarkand and Bukhara (Sodikov, 2023).
Focus on authenticity
: Authenticity remains key to building trust with potential tourists.
Influencers should be encouraged to share genuine experiences rather than scripted,
promotional content to maintain credibility (Sodikov, 2023).
Promote sustainable tourism
: Countries like Iceland and Switzerland have shown that
influencers can effectively promote eco-tourism and sustainable travel. Uzbekistan could adopt
a similar approach, highlighting its natural landscapes and heritage sites in an environmentally
responsible way (Sodikov, 2023).
Measure and optimize campaigns
: Tourism boards should measure the effectiveness of
influencer campaigns by tracking metrics such as engagement rates, conversions, and tourist
arrivals. This data can then be used to refine future strategies (Sodikov, 2023).
Conclusion.
Social media figures play a pivotal role in shaping destination image and driving purchase
intentions in the tourism sector. Through engaging and authentic content, influencers help
promote lesser-known destinations, encourage bookings, and enhance global visibility for
tourist spots. Countries like Iceland, Switzerland, and Qatar have successfully harnessed the
power of social media figures to promote their tourism industries, resulting in significant
increases in international tourist arrivals.
Uzbekistan, with its rich cultural and historical heritage, has the opportunity to adopt
similar strategies. By collaborating with influencers who can authentically represent the
country's unique offerings, Uzbekistan can increase its global tourism appeal, particularly
among younger travelers. As social media continues to dominate travel marketing, the
importance of influencers in shaping tourism trends is likely to grow, offering new
opportunities for destinations worldwide.
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