Asia Pacific University Library catalogue

A dissertation submitted in partial fulfillment of the requirements of Staffordshire University for the degree of M.Sc. in Global Marketing Management (UCMF1708GMM).

Tourism is on the most important resources of an economy of a country and it is directly related to social media marketing. Social media marketing is nowadays the most powerful tool in many aspects of everyday life and has a key role in tourism marketing. The aim of the research is to assess the impact of social media and some of its factors including interaction, awareness and promotion that they have on tourism marketing. Quantitative research was implemented in the research and data was gathered using a questionnaire. The analyzes were carried out using primary data collection. Therefore, descriptive analysis and inferential analysis were used to research the relationship between tourism marketing and three independent variables and a mediator variable. A primary data of 196 respondents was taken and analysis were conducted which showed a positive relationship between all the variables. The research was done for all the variables and their relationship and then proved the strong relationship through the analysis conducted on SPSS. Therefore, it was concluded that all independent variables namely interaction, awareness and promotion and mediator variable which is social media marketing influences significantly the dependent variable that is tourism marketing among tourists in KPK, Pakistan.