THE IMPACT OF SOCIAL MEDIA ON ALGERIA'S TOURISM ACTIVATION: A STUDY OF A SAMPLE OF DOMESTIC TOURISTS USING SOCIAL MEDIA

Objectives: This study aims to explore the impact of social media in revitalizing domestic tourism in Algeria by examining the role these platforms play in attracting domestic tourists and developing effective digital marketing strategies. The Theoretical Framework: The study is based on a solid theoretical framework that reviews the historical development of social media and its increasing impact on consumer behavior in the tourism sector. Social media is addressed as a marketing tool, and its role in creating interactive content that contributes to promoting local tourism culture. Method: A descriptive-analytic approach was used in this study, where an electronic questionnaire was distributed to a sample of 100 social media users in Algeria. The data was analyzed using SPSS V29 statistical software, which allowed the extraction of statistically significant relationships about the role of digital platforms in tourism promotion. Results and Discussion: The results showed that social media is a powerful tool in attracting local tourists, as users take advantage of virtual networking groups to get recommendations about tourist destinations. The growing importance of visual platforms such as Facebook and YouTube in influencing travel decisions was also emphasized. Research Implications: The results of this study provide important insights for travel and tourism agencies in Algeria on how to optimize digital marketing strategies using social media. It is recommended to invest more in these platforms to reach a wider audience and meet the needs of local tourists. Originality/Value: This study is innovative in its approach to the impact of social media on domestic tourism in Algeria, and the practical value of its findings in developing tourism marketing strategies that keep pace with modern digital transformations.