SOCIAL MEDIA AND DESTINATION IMAGE FORMATION: A CASE STUDY OF BUKHARA, UZBEKISTAN

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This study explores the role of social media in shaping destination image formation, with a
focus on Bukhara, Uzbekistan as a case study. Drawing on destination image formation theory and
Butler’s Tourism Area Life Cycle model, the paper examines how Instagram and YouTube
function as key platforms influencing traveler perceptions, decision-making, and destination
branding. The findings highlight Bukhara’s strategic use of platform-specific content, hashtag
optimization, influencer collaborations, and community engagement, which contributed to a 67%
increase in international tourist arrivals between 2022 and 2024. While social media provides
emerging destinations with powerful, cost-effective tools for global visibility, the research also
underscores challenges including over tourism, cultural commodification, misinformation, and
sustainability concerns. The case study demonstrates that strategic quality of implementation is
more decisive than baseline recognition in determining outcomes. The paper concludes that social
media-driven marketing must be integrated into comprehensive destination management strategies
that balance growth, cultural authenticity, and long-term sustainability.