The Effect of Social Media Marketing on Tourist Behavior and Hotel Booking Patterns: A Tehran City Case Study

Social media marketing has become a critical tool for influencing tourist behavior and hotel booking patterns in recent years. This study investigates the impact of social media marketing on tourist decision-making and hotel bookings in Tehran, Iran. Focusing on the use of social media platforms such as Instagram, Facebook, and Telegram by Tehran-based hotels, the research analyzes how marketing campaigns, user-generated content, and influencer marketing shape tourist perceptions and booking choices. The study utilizes a combination of qualitative case study analysis, expert interviews, and quantitative data, including booking trends and social media engagement metrics, to understand the relationship between social media marketing efforts and hotel performance. The findings reveal that social media marketing significantly influences tourist behavior, with younger demographics being particularly responsive to content shared on these platforms. User-generated content, such as travel photos, reviews, and recommendations, was found to have a strong effect on tourists' booking decisions, as was influencer marketing, which boosted engagement and increased bookings. Hotels that actively promoted special offers, used targeted promotions, and engaged with potential guests through social media channels saw a measurable increase in bookings and revenue. The research highlights the growing importance of social media for hotel operators in Tehran, especially in attracting international tourists. The study concludes by offering practical recommendations for hotel marketers on leveraging social media platforms to enhance brand visibility, engage with tourists, and increase booking rates.

کلیدواژه ها:

social media marketing ، tourist behavior ، hotel booking ، Tehran ، influencer marketing.