THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
80
THE ROLE OF SOCIAL MEDIA MARKETING IN TOURISM
Mustafakulova Sitora
Master’s student at Silk Road International
University of Tourism and Cultural Heritage.
https://doi.org/10.5281/zenodo.14921145
Abstract
Nowadays, the tourism sphere developing through the world and using
social media tools ore websites also increasing in tourism industry. This article
explores the potential of social media marketing. The role of social media
marketing in tourism main aim to enhance the travel experience which provides
personalized recommendations, up-to-date information, how to reach historical
places by showing place and some interactive elements that cater to the needs of
travelers. The observation was explored in Uzbekistan, to analyze the role of
social media among residents. To gain data, survey shared among students,
journalists and employees and analyzed with the help of Statistical Package for
Social Sciences (SPSS) program. By utilizing social media marketing strategies,
the media will captivate users, advertise local attractions, and promote a feel of
community between tourists and locals. The study highlights how the synergy
among social media marketing and smart tourism technology can contribute to
sustainable tourism development in Uzbekistan.
Keywords:
Social media; Network; Sustainable tourism; Marketing; SPSS
INTRODUCTION
Social media has a significant impact as a communication tool, as a travel
guide or just for observe some information. People around the world use social
media to share information with other people and organizations. They started
using platforms like Facebook, Twitter, Instagram, TikTok and LinkedIn to
connect with friends and relatives and communicate their experiences through
social media, photos, videos and text messages. As a result, fast development of
social media have revolutionized the tourism industry. Currently, most of
travelers heavily depend on digital apps to observe, discover, plan and enhance
to journeys. This study explores the opportunities of creating a Smart Tourism
App for Uzbekistan. The platform is conceived as an exhaustive guide for
travelers, provide the navigator how to reach in destinations, provides
important information for tradition, history and real-time updates. Additionally,
the success of the platform depends not only on its features but also on effective
marketing strategies. Through direct advertising, partnership with influencers,
and user-generated content, networking can enhance the platform’s visibility
and foster meaningful communications with travelers. This study explores how
THEORETICAL ASPECTS IN THE FORMATION OF
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International scientific-online conference
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the incorporation of network marketing and smart tourism technology can
promote Uzbekistan’s tourism sector and contribute to sustainable
improvement within the industry.
According to author Lempert (2006), most of the customers changing
their view from traditional means for example, radio and newspapers to modern
means of communication. They now prefer the product which owns information
online available from websites through platforms rather than old version paper.
The customers search the information about the products or services online
with a help of social media.
Researchers Abbasi et al. (2023) stated that most tourism organizations
use social media marketing to increase tourist arrivals and attract more visitors
through networking. However, utilizing social media marketing presents
challenges, such as selecting the right content type, design, or visually appealing
destination to capture tourists’ attention on their first encounter. This paper
examines the direct and indirect variables related to social media marketing
images and influencers. Data was collected from 307 participants and analyzed
using PLS-SEM-based mediation analysis. As a result, the hypothesized
relationships were confirmed, providing meaningful insights and practical
implications for enhancing the effectiveness of social media marketing in the
tourism industry.
LITERATURE REVIEW
Nowadays, social media marketing have become important tools for
increasing tourism sector. Based on recent researches, social media influences
travelers’ choice-making processes. Social media has already appeared to be a
vital and friendly part of human's living processes, as 71% of individuals are
utilizing it more in 2021 than before. The upsurge was significantly impacted by
occurrences that took place over the last couple of years. Due to the
implementation of social distancing guidelines and the rise of remote work,
individuals have heavily relied on social media platforms to communicate,
interact, and conduct transactions. Social media is now comparable to
traditional advertising methods such as TV or radio advertisements and word-
of-mouth when it comes to discovering information about brands. According to a
survey, 33% of consumers have expressed their preference to acquaint
themselves with brands through this particular method in the future.
Increasingly, social media platforms have become the favored destination of
people in every sphere for purchase, alter destinations to travel or for other
services.
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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According to Kotler et al., (2017) positive reviews which are online
provide potential clients with authentic imagination about organization and
unique product or service. Customers have been using these reviews to decide
whether to buy or never to buy. They can also be used as a tool which creates
understanding in terms of the brand. Even if the reviews are bad, the manner in
which the company decides to respond to them can also prove to be very crucial
for their brand image. The authors Alghizawi et al., (2018) observes that a
remarkable improvement in the world like electronic tools, mainly the social
media networking which improve many sectors including tourism sphere also.
This position leads to competition between touristic companies and to their
offers for tourists. As a result few studies have analyzed the influence of
networks on promoting tourism in Jordan. The main of this exploration is mainly
focus to improve some platforms which specialized especially for tourists. In
addition, it examines the main role of enhancing local revenue generated by the
tourism sphere. This study mainly addressed the essential position of increasing
the local platform which is convenient for tourists who travels through the
Jordan.
The authors Nuenen & Scarles (2021) analyzed the importance of social
media in tourism sector. The article examines the simultaneous processes of
promoting knowledge, attentiveness and obligation that digital technology
facilitates in the tourism industry. The observation shows that, digital platforms,
content, reels, real-time updates about tourism can increase international
tourist arrivals. On the other side, countries should create specific platform for
tourists which is easy to use for tourists and it should include information about
historical places and should navigate them to some interesting places this kind
of apps become popular among tourists. As a result online marketing and online
platforms can boost tourist arrivals because travelers can guide by themselves
and it can help tourists to save their money.
Drawing on recent exploration and theoretical frameworks like Cheung
et al., (2021) examines the impact of social media-based destination brand
community (SMDBC) on tourists’ feeling and the role of social media. Survey
data analyzed subscribes of Japanese network pages from 551 Chinese social
media users. Result shows that social media-based destination brand
community significantly affect tourists’ sense like a joy, surprise and love which
can influence on tourists intentions to co-create value and visit. This article
highlights the important role of social media-based destination brand
THEORETICAL ASPECTS IN THE FORMATION OF
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International scientific-online conference
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community with other marketing and branding efforts to better explain its role
to improve business, services and sales.
(1 picture)
Well-known social media platforms which have been utilized by most
organizations or businesses to focus their clients are Facebook, YouTube,
Instagram, Telegram and Twitter.
Facebook is a social networking site that allows you to easily connect
and communicate with your family and friends online from everywhere.
Facebook has more than 3 billion users
Once accepted, the two profiles will be linked and both users will be able to
see everything the other person has posted. "Facebook users" can post almost
anything to their "feed" at any time, a snapshot of what's happening in their
social circle, and chat with other friends online.
Nearly 2 billion estimated active users on Instagram in 2024, it is also very
well-liked. Businesses use a range of strategies, such as Instagram Live and
Instagram Stories, to advertise products and offered services on the platform.
Instagram is a platform which primarily emphasizes multimedia, to market their
goods and services, businesses work with influencers.
Twitter is a free social network where users share short messages known
as tweets. These tweets can contain text, video, photos or links. To access
Twitter, users need an internet connection or a smartphone to use the
Twitter.com app or website.
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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Data and Methodology
This research is conducted in Uzbekistan, to analyze importance of
social media among citizens and improve network sysytem in tourism sphere.
Data were collected through structured surveys distributed to students,
joutnalists and employees resulting in 105 completed responses. Data were
explored in both methods in primary and in secondary data were used to
conduct the research. The primary data was analyzed using the Statistical
Package for Social Science (SPSS) program with a help of using “Descriptive
analysis” to summarize main features of answers.
Methodology
Social media marketing (SMM) =
𝜷 + 𝜶Age +
𝛂
𝟏
gender +
𝜶
𝟐
usage
sm
+
𝜶
𝟑
travel_ins_app + 𝜶
𝟒
Online_booktrip + 𝜶
𝟓
Type_of_con +
𝜶
𝟔
Recommend_infl + 𝜶
𝟕
Comment_importance + 𝜶
𝟖
engaging_TBC +
𝜶
𝟗
share_travel_exp + 𝜶
𝟏𝟎
share_travel_expe + 𝜶
𝟏𝟏
Type_inadequetly_TB + 𝜺
α , α
1 ….
α
6
--- are the coefficient of the independent variables; These are the
coefficients of the independent variables in a statistical or econometric model.
Each coefficient represents the strength and direction of the relationship
between an independent variable and the dependent variable.
ε
– error term. This represents the unobserved factors or randomness that
affect the dependent variable but are not included in the model. It accounts for
variations not explained by the independent variables.
𝜷
– constant. This is the value of the dependent variable when all
independent variables are zero. It represents the baseline level of the dependent
variable in the absence of other influencing factors.
Frequences
Percentage
Gender
Male
50
47.6
Female
55
52.4
Age
Under 18
8
7.6
19-25
67
63.8
26-30
17
16.2
31+
13
12.4
( 1 graph)
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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Demographic analysis of respondents is included for those who took
part in the research, which helps to clearly understand the background of
respondents, using descriptive analysis. The study analyzed the demographic
characteristics of the respondents. Of the total 105 respondents, 50 were male
and 55 were female. In terms of age distribution, 8 respondents (7.6 %) were
under 18 and 67 individuals were between 19-25 respondents (63.8 %).
Another group of people were between 26 and 30 with 17 respondents (16.2),
13 responders (12.4%) were older 31.
RESULT (Findings)
(2 graph)
The survey results show the distribution of variety types of social media
content among age groups. The content types involve ads, influencer posts,
photos, and video/reels.
The most predominant content type is video/ reels particularly between
19-25 age groups with 46. The second popular content type is photos (8) and
ads (7) among 19-25 years old groups. In contrast, other age groups illustrate a
balance especially under 18 years old and 31+ age groups indicator shows the
same result photos (4), videos/reels (3) and ads (5) and 3 influencers post
among 31+ age group. Lastly, between 26 and 30 age group video/reels (9) are
dominant compare to photos (7).
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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Overall, videos/reels are the most dominant content type among most of
the age groups, especially between 19 and 25 years old, while other content type
shows little bit significant.
(3 graph)
The bar graph shows the difficulties faced in social media marketing
based on gender (male and female). The difficulties involve attracting
influencers, deciding content type, reducing travel cost and understanding
multilingual content.
The biggest challenge is understanding multilingual content, among both
gender males (24) compare to females (17). The second biggest challenge is
reducing travel cost for both genders. In addition, deciding content type was
more difficult among females 11 compare to males 8. The last one is attracting
influencers also was little bit difficult among females 10 compared to males 7.
Overall, understanding multilingual content is the huge problem among
genders, while attracting influencers is the least challenging aspect in both
genders. It means that, if countries increase to use international languages it can
improve tourist arrivals in different places with a help of social media
marketing.
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International scientific-online conference
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(4 graph)
This bar chart illustrates that which social media platforms more
popular in Uzbekistan based on respondents answer. The most dominant social
platform is Instagram with 68.6 % compare to other platforms. The second
popular app is Facebook with 17.1 % people chose this app.
In conclusion, if touristic organizations use Instagram to improve their
sales to travelers and show more interesting places with a help of platform it can
increase their profit.
(5 graph)
This pie chart illustrates the percentage of respondents that ever booked
a trip based on social media content. If observe carefully, the most responders
gives positive respond 59 % of them because some individuals also want to try
book a travel based on network advertisement. However, 40 % of people do not
prefer to book travel based on social media advertisement. It means that, most
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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of the people can book a trip with a help of social media ads and organizations
should improve their online ads to attract more people from network database.
(6 graph)
The pie chart gives information about how likely people can share their
travel experience on social media platforms or network. The huge number of
individuals very likely to share their travel experience during their travel 40%
compare to 29.5% of people neutral about their sharing experience through
network. Additionally, 19% of people do not prefer to show their picture or
videos about their travel but 11.4% of travelers somewhat likely prefer to share.
From that graph we can understand that, majority of people prefer to share their
travel experience through social media to their friends or families. If most of the
people share their travel in their accounts it can influence to other people also,
because from their trip people can discover new places for them and it can
motivate them to travel another countries and to explore new destinations like
their friends.
(7 graph)
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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This survey result illustrates about how important are customers
comments on social media when choosing destination or some kind of services
from social media marketing. The data based on 105 responses from local
people, and participants rated importance of scale from 1 to 5. The most of the
respondents support that customers comment on network vitally important
47.6% (5). 24 respondents gave a rating of 4 if means 22.9%. Also, other
respondents 29.2% put unimportant rate from 1 to 3.
The majority of people 70.5 % consider that social media comments play
essential role when choosing destination to travel. Only 29.2% respondents find
that comments unimportant for them to travel from one place to another places.
Conclusion and Recommendations
This article explores the determinants of the role of social media marketing
in tourism sphere in Uzbekistan using traditional gravity models and panel data
analyses of 105 residents. Data were collected with a help of google form survey
taking opinions from local people and both primary and secondary data were
gathered to conduct the research. The primary statistics were analyzed with a
help of Statistical Package for Social Science (SPSS) program applying
“Descriptive analyses” through cross-tabulation to provide the percentage of
variables. To improve the tourist arrivals in countries, companies can use three
popular platform to their online advertisement these are Facebook, YouTube
and Instagram which are the most of people prefer to use these app. Second,
organizations should use more video-reels to increase their viewers number
because survey shows that people prefer video-reels which are related to
tourism sphere.
However, when people using social media they can face to some challenges,
the huge difficulties are understanding multilingual content, that is why travel
agencies or organization should use international language to their content.
Additionally, reducing travel cost also difficult for most people, companies
should give discounts for online booking travels. Online booking a trip also
become popular day by day which travelers interested based on content from
social media.
On the other side, organization should motivate people to share travel
experience through social media, because it can help to promote number of
travelers. In addition, customer comments on social media plays crucial role for
travelers when choose a destination for travel. And companies should take a
care for travelers during their travel and it can increase number of good
comments which can help them to increase tourist arrivals.
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
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In light of the study results, the following are recommended: social media
marketing should provide updated and truth information for travelers, also it
should in international language that everyone can understand easily without
misunderstanding. The Ministry of Tourism should take a care for improve
online booking which is easy for the most of people to book a trip and during
online booking travel organizations should give discounts maybe 5 or 10%. To
improve online ads government should provide some laws for tourism agencies
which can improve tourist arrivals, for instance during video-reels organizations
can show national culinary of Uzbekistan, historical places or natural beauty
which can attract more people. During a travel, organizations should take an
interview from travelers about their experience and can share it through social
media which help them increase tourist arrivals. The Ministry of Tourism should
do some conferences to improve social media marketing in tourism sphere with
organizations, companies and tourism agencies.
References:
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2.Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from
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3. Nalkande, S. (2022). Social media’s impact on consumer behavior. Times of
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4. Alghizzawi, M., Salloum, S. A., & Habes, M. (2018). The role of social media in
tourism marketing in Jordan. International Journal of Information Technology
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5. Cheung, M. L., Ting, H., Cheah, J. H., & Sharipudin, M. N. S. (2021). Examining
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