The Influence of Social Media on Tourist Destination Choice

Abstract

This work is based on a survey to study the influence of social media on tourist destination choices. By examining four major aspects—i.e., the influence of social media content, the desired information on travel, shared online experiences, and the match between real experiences and social media expectations—the results highlight the significant role of social media in shaping travelers' choices and motivations. Visual and sensory material play a very important role. The study, which focuses on Morocco, provides insights into the nuances of social media use in a developing country with a flourishing tourism economy and a high internet penetration rate.