THE IMPACT OF SOCIAL MEDIA ENGAGEMENT ON DESTINATION BRAND LOYALTY: EVIDENCE FROM UZBEKISTAN

Abstract

The rapid growth of social media has reshaped tourism marketing and destination branding, transforming tourists from passive consumers into active participants in brand construction. In emerging destinations such as Uzbekistan, digital engagement increasingly influences perceptions, trust, and behavioral intentions. This study examines the conceptual relationship between social media engagement and destination brand loyalty by integrating perspectives from destination image theory, relationship marketing, and brand equity literature. Social media platforms allow tourists to interact with destination-related content, share experiences, and influence the perceptions of potential travelers. In this context, user-generated content and online interactions contribute to the formation of perceived authenticity, brand trust, and emotional attachment toward destinations. The article provides a theoretical overview of how digital engagement contributes to loyalty formation and highlights the growing importance of participatory communication strategies in tourism branding. By focusing on Uzbekistan as an emerging tourism destination, the study contributes to the understanding of digital destination marketing in Central Asia.