ISSN: 2222-6990
Open access
The purpose of this systematic literature review is to investigate the impact of Social Media Marketing Activities (SMMA) on perceived destination image, trust, traveler experience, and tourists' intentions to visit, with a focus on emerging tourist destinations such as Al-Ula. SMMA components, including entertainment, informativeness, interactivity, personalization, and electronic word of mouth (E-WoM), are integral to shaping the cognitive and affective dimensions of destination image, which in turn significantly influence tourist behavior. By reviewing existing research across various contexts and tourist segments, this review identifies key trends, gaps, and emerging themes within the literature, particularly concerning the interplay between SMMA, destination image, and intention to visit. Furthermore, the review reveals notable gaps in the current understanding of how SMMA influences lesser-known destinations, emphasizing the need for further research focused on these areas. The findings of this review contribute to the broader discourse on digital marketing in tourism by offering practical insights and recommendations for destination marketers and tourism boards to optimize their strategies. Additionally, it underscores the necessity for empirical research in underexplored regions, aiming to refine the role of digital marketing in enhancing destination appeal and visitor engagement in emerging markets.
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