THE ROLE OF DIGITAL MARKETING AND SOCIAL MEDIA IN THE DEVELOPMENT OF TOURISM
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Abstract:
This article provides an in-depth analysis of the impact of digital marketing and social media, emerging as a result of modern information and communication technology development, on the growth of the tourism sector. Digital tools have become a key factor in the promotion of tourism services, customer engagement, and brand image formation. The study examines the role and effectiveness of tools such as SEO (Search Engine Optimization), contextual advertising, social media strategies, influencer marketing, and user-generated content (UGC) in tourism marketing. Practical approaches to implementing digital technologies are also analyzed, using Uzbekistan’s experience as an example. The article concludes with scientific and practical recommendations for the effective use of digital approaches in the tourism industry.
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