Role of Social Media in Selection of Tourism Destination

Abstract

In Pakistan, tourism industry is growing rapidly but lack of researches and studies contributes in creating gap in understand the role of social media marketing in improving this sector. Pakistan has rich potential of tourism due to its rich culture, geographical and biological diversity, and history. The country has various tourist destinations at Swat, Malam Jabba, Behrain, Kalam, Shangla, Balakot, Kaghan, Naran, Ayoubia, Murree, Chitral, Gilgit Baltistan, Hunza, and Neelam valleys, other mountainous ranges, and historical and archaeological sites. Pakistan has great potential and offers diverse opportunities for tourists, such as trout fishing in the glacial water of Gilgit Baltistan and Swat rivers, Shandur Polo traditional tournament, paragliding, rock climbing, and trekking in northern areas, Jeep and camel safari in the Cholistan desert, Wild Boar hunting. Pakistan had faced two major impediments towards becoming the top tourist destination, first it was not properly showcased in-front of the world and secondly in the recent past the security conditions were not suitable for international visitors.  Today, it is high time for the Pakistan to become the top priority for tourists from all across the world. In this regard Social Media can play the best role possible. Various social media platforms are full of pictures and stories of people describing their experiences about the places they had been to. Secondly the governmental organizations also launch various social media office profile to show case the destinations. In this research the need of social media for the sustainable development in tourism in Pakistan has been focused.

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