EXPLORING THE INFLUENCE OF SOCIAL MEDIA FIGURES ON DESTINATION IMAGE AND PURCHASE INTENTIONS IN THE TOURISM SECTOR

The rise of social media has revolutionized tourism marketing, making influencers and social media figures key players in shaping travelers' perceptions of destinations. Platforms such as Instagram, YouTube, and TikTok have enabled influencers to act as digital ambassadors, promoting travel locations through curated, visually appealing content. This paper explores the influence of social media figures on shaping destination image and purchase intentions in the tourism sector, drawing on case studies from Iceland, Japan, Switzerland, and Qatar. It also examines the potential for Uzbekistan to enhance its tourism image through influencer marketing, offering insights from successful international strategies.