INFLUENCE OF DIGITAL CONTENT ON THE CHOICE OF YOUTH IN TOURISM (Based on the example of domestic tourism in Kazakhstan)

Abstract

This study analyzes the impact of digital content on the tourism preferences of young people in choosing domestic tourism in Kazakhstan. The research was conducted in 2024 among 450 students aged 18–30. Both quantitative (survey) and qualitative (content analysis) methods were applied to evaluate the influence of content on TikTok, Instagram, YouTube, and Telegram platforms on young people’s tourism choices. The results showed that 75% of respondents highlighted the significant role of digital content in selecting a tourist destination. TikTok and Instagram were identified as the most influential platforms, and visual content (videos, photos) as well as bloggers’ personal experiences were key factors in decision-making. In the Kazakhstani context, national brands and historical sites are often promoted through bloggers, and the concept of “affordable dreams” stimulates interest in budget tourism. The findings provide practical recommendations for tourism companies, government agencies, and influencers to create effective social media content, actively engage youth audiences, and improve strategies for developing domestic tourism.