Influence of Social Media Marketing on Tourist Destination Choice among International Visitors in Kenya

Abstract

Purpose: The purpose of this article was to investigate the  influence of social media marketing on tourist destination choice among international visitors in Kenya.

Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: The study found that social media marketing significantly influences the destination choices of international visitors travelling to Kenya, with platforms such as Instagram, YouTube, and TikTok serving as primary sources of travel inspiration. Visual content especially high-quality images and short travel videos was shown to strongly shape visitors’ perceptions of Kenya’s natural attractions, cultural experiences, and overall safety. The findings revealed that user-generated content, including reviews, travel stories, and influencer posts, was perceived as more authentic and trustworthy than official tourism promotions. International tourists indicated that social media greatly increased their awareness and understanding of various Kenyan destinations, helping them compare alternatives more effectively. The study also established that audience engagement metrics, such as likes and comments, positively influenced perceptions of destination popularity and credibility. Additionally, destinations with active, consistent, and interactive social media presence reported higher levels of interest and intention to visit among international tourists. Overall, the findings confirm that social media marketing is a key driver of travel decision-making for visitors choosing Kenya as a destination.

Unique Contribution to Theory, Practice and Policy: The stimulus-organism-response (S-O-R) theory, Theory of planned behavior and The information adoption model may be used to anchor future studies on influence of social media marketing on tourist destination choice among international visitors in Kenya. To manage the authenticity paradox, marketers should develop and promote Transparency-First content pillars, such as "Behind the Safari" video series showing conservation work, or real-time weather and wildlife updates, which build credibility. At the national policy level, the government must transition from viewing social media as a promotional channel to treating it as Critical Digital Infrastructure for National Economic Interest.