THE ROLE OF MASS MEDIA IN SUSTAINABLE TOURISM IN AZERBAIJAN

This study examines the role of mass media, particularly digital platforms (social media, travel blogs, etc.), in promoting sustainable tourism behaviors and shaping Azerbaijan's destination image. Digital media increases tourists' environmental awareness and encourages sustainable consumption and travel habits. Images, experience reviews, and travel stories shared on social media promote Azerbaijan's natural and cultural assets to a wider audience. These platforms also contribute sustainably to the local economy by encouraging tourists to choose environmentally friendly businesses. Tourism blogs and influencer content strengthen the destination's perception of "green" and responsible tourism. Mass media also serve as an effective channel for promoting government policies and sustainable tourism initiatives. In this process, the media not only conveys information but also has the power to influence behavioral change. Azerbaijan's brand image, through media, is highlighted as a destination that "respects nature" and "preserves cultural heritage." Shaping tourist perceptions through media is considered a critical element of a country's long-term tourism strategies. Consequently, digital media plays a significant role in promoting sustainable tourism, serving both as a marketing tool and as a means of raising public awareness. Method: A mixedmethods approach was used, including bibliometric analysis with VOSviewer and qualitative content analysis via NVivo to identify media trends and behavioral intentions. Results and interpretation: Findings show user-generated content significantly impacts tourism choices and awareness, while local media need improved ethics and engagement.