THE ROLE OF SOCIAL MEDIA MARKETING IN THE CULTURAL HERITAGE TOURISM: CASE STUDY ON SAMARKAND

Abstract

Tourism is a vital industry for every country's growth in economy. As a consequence of the advancement of information and communication technology, social media has become a vital part of people's life, and they have made great use of it while choosing on any touristic organization. Social media plays a critical part in cultural heritage tourism, which is one sort of alternative tourism. Through social media, any traveler may learn about the place to which they are traveling. Simultaneously, they raise recognition and knowledge of cultural heritage tourism values using social media platforms. The purpose of this study is to investigate the usage of social media in cultural heritage tourism in the case of Samarkand. The study covers social media by using theoretical analyzing, social media platforms, and the usage of social media in cultural heritage tourism and the study suggests different recommendations are made to increase the use of social media in cultural heritage tourism in Samarkand.