Maximising destination branding outcomes: social media’s role in the digital tourism journey

This research examines the pivotal role of destination branding in tourism promotion, with a focus on the impact of social media on shaping visitor experiences. Using Suzhou, a new tier-one city in China, as a case study, it investigates how social media platforms mediate the digital tourism journey. The study employs a mixed-methods approach, combining analysis of destination management organisations’ (DMOs) social media accounts, semi-structured stakeholder interviews, and visitor surveys. Findings show that social media enables less prominent destinations in China to attract international visitors (before the trip), enhance experiences and manage challenges such as overtourism (during the trip), as well as capitalise on positive electronic word-of-mouth opportunities (after the trip). By analysing the interplay between the digital and physical journeys of international visitors, this research demonstrates that the role of social media extends beyond destination promotion to encompass full-spectrum engagement across the visitor journey. It contributes to existing scholarship by showing how lower-tier cities in China and, potentially, emerging urban destinations worldwide can strategically leverage social media to enhance competitiveness while supporting more sustainable tourism outcomes.