The importance of social media in the image formation of tourist destinations: study with residents from Paraná coast, Brazil

Contemporary tourism is heavily influenced by digital technologies, especially social media, which have become central tools in shaping the image of tourist destinations. This study aimed to analyze the role of social media in image building and destination selection, using coastal residents of Paraná as a reference. The research adopted an exploratory and descriptive approach, using a semi-structured online questionnaire, yielding 214 valid responses. The data were organized into spreadsheets and analyzed using simple descriptive statistics. The results showed that most respondents are young and economically active, presenting a profile highly connected to digital technologies. Instagram stood out as the most used social social for searching for tourist information, followed by TikTok and Facebook. It was observed that visual content, especially photographs of landscapes and personal experiences shared by other travelers, exerts greater influence on travel decisions than traditional advertising campaigns or agency recommendations. Furthermore, it was found that online reputation, expressed in comments and reviews, can both attract and repel potential visitors, reinforcing the importance of digital image management. It follows that social media is a strategic tool in tourism promotion, not only disseminating information but also co-creating perceptions and expectations. In this context, it is essential that destination managers and industry professionals invest in authentic, visual strategies capable of engaging the public and consolidating a positive image in the digital environment.