Exploring the Role of New Media in Enhancing Communication Strategies in Tourism Promotion

Abstract

This study explores the role of new media in enhancing communication strategies for tourism promotion, with a focus on its effectiveness, challenges, and the integration of emerging digital tools. Using a qualitative research approach, data were collected through in-depth interviews with key stakeholders, including tourism marketers, social media managers, content creators, and tourists. The findings reveal that platforms such as Instagram, Facebook, and Twitter have revolutionized tourism promotion by enabling real-time interaction, personalized marketing, and global reach. User-generated content (UGC) emerged as a significant driver of authenticity and trust, influencing travel decisions more effectively than traditional advertisements. The study also highlights the effectiveness of new media in fostering engagement through visually appealing content, interactive communication, and data-driven personalization. However, challenges such as content saturation, reputational risks from viral negative feedback, privacy concerns, and resource constraints were identified as barriers to optimizing new media use. Emerging technologies, including artificial intelligence (AI), augmented reality (AR), and virtual reality (VR), were found to enhance tourism communication by offering immersive and personalized experiences, improving customer engagement, and increasing destination appeal. The study concludes that while new media presents transformative opportunities for tourism promotion, stakeholders must address associated challenges to maximize its potential. Recommendations include leveraging analytics to refine strategies, ensuring transparent data practices, and integrating new media with traditional communication methods for comprehensive campaigns. This research contributes to the growing discourse on digital media’s impact on tourism, offering practical insights for industry stakeholders and policymakers.