THE ROLE OF SOCIAL MEDIA IN DESTINATION MARKETING AND VISITOR ENGAGEMENT

Abstract

This article examines the role of social media in destination marketing and enhancing visitor engagement within the tourism sector. The study highlights how digital communication platforms contribute to shaping destination image, strengthening brand identity, and building trust among potential tourists. Particular attention is given to user-generated content (UGC) as a key driver of marketing effectiveness and audience interaction. The findings suggest that a well-structured social media strategy significantly increases destination visibility, supports decision-making processes of travelers, and fosters long-term engagement with visitors