Examining Factors Influencing the Performance of Social Media Marketing Initiatives for Travel Promotion

Abstract

The rising power of social media has changed the way in which destinations and the tourism businesses market the travel experiences and digital platforms become an invaluable tool to reach and reach the contemporary travellers. The paper analyses the most vital issues that determine the effectiveness of social media marketing (SMM) initiatives in promoting travel through the synthesis of both qualitative and quantitative research approaches. Based on the interviews and analysis of successful campaigns, 250 individuals surveyed are social media users, the study participants would share the determinants that influence campaign performance. The results of the regression indicate that content quality and visual appeal are significant boosters to the SMM performance, but the visual appeal is the strongest among the results. The choice of platforms and optimization contributes greatly to the ambient interaction, whereas the impressions of influencer marketing and user-generated content have a positive influence on trust and travel intention influencer marketing the most. Moreover, the number of likes, comments, shares, and views are the audience engagement metrics demonstrating a strong correlation with the success of the entire campaign. The results demonstrate the multidimensional character of the social media performance influenced by the strategic, technological and behavioural aspects. This research offers practical recommendations to tourism marketers, destination management organisations and travel businesses that want to develop data-driven, engaging, and high-impact social media marketing campaigns that successfully change traveller behaviour.