THE ROLE OF SOCIAL MEDIA MARKETING IN SHAPING DESTINATION BRAND EQUITY AND TOURIST BEHAVIOR

Abstract

This research study examines how social media marketing contributes to destination brand equity (DBE), and the effects it has on tourists' intentions to travel. The tourism sector is increasingly dependent on digital channels, and uses social media. An appropriate quantitative research approach helps to evaluate the importance of digital word of mouth (eWOM), trust, and customers centric marketing, as key components to building DBE, to help indicate travel decisions of tourists. The findings indicate that social media marketing increases DBE in meaningfully growing brand awareness, brand image, and brand loyalty - which in turn likely indicates travel.