Does social media influence an individual's decision to visit tourist destinations? Using a case study of Morocco

This study examines the impact of social media on people's decisions to travel, with a special focus on the case study of Morocco. The study examines how social media platforms affect various phases of the decision-making process, focusing on how user-generated content affects the decisions individuals make for travel. Additionally, it analyzes how social media affects multiple demographic groups and compares its impact on travelers' preferences for experiential travel. This research provides useful insights into how social media influences destination decisions by assessing current literature and conducting a case study in Morocco. The findings add to destination marketing strategies and provide important insights for tourists and tourism stakeholders. Key Words: Social Media Marketing, Decision-Making Process, Travel Decision-Making, Social Media Platforms, Tourism Marketing, Influence Marketing