Trends and innovations in social media marketing for tourism: Opportunities for the development and promotion of destination Varna

Radostina Nikolova ()
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Radostina Nikolova: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2025, issue 2, 143-153

Abstract: The study aims to follow the current trends and innovations in social media marketing with a focus on their impact on consumers and the ways in which they can be used to promote tourist destinations. Through a visual content analysis across various social media platforms, the research examines how different forms of visual communication -including photographs, video clips, and influencer marketing are able to shape consumer perceptions and influence their choices and attitudes when selecting a travel destination. In addition, the study explores innovative opportunities and strategies for enhancing the image and social presence of destination Varna on social media, with the goal of promoting it effectively while also supporting the sustainable development of its attractiveness among new potential tourists.

Keywords: social media; trends; innovations; tourism; destination Varna; social media marketing (search for similar items in EconPapers)
JEL-codes: M31 Z33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:suvrna:y:2025:i:2:p:143-153

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