SHADOWS OF VIOLENCE: DEPICTIONS ON SOCIAL MEDIA THAT INFLUENCE DYNAMICS OF TOURISM IN PAKISTAN

Abstract

This paper describes the influence of violent depictions on social media platforms in Pakistan's tourism sector. Social media forms the crux of tourism sector promotion, but very often exaggerates news regarding events such as terrorist attacks, political tensions, or civil unrest, which affects people's perceptions of Pakistan's tourist destinations. The approach used in this research is mixed methods in nature, combining a qualitative content analysis of social media posts and a quantitative survey of international tourists and local tourism stakeholders. The findings indicate that depictions of violence are factors that massively deter tourists, mostly first-time travelers, from visiting Pakistan because the perceptions created were about safety concerns in the country. However, social media strategies that focus on cultural richness and beautiful landscapes can reduce such negative impacts. This study provides practical recommendations to tourism authorities, social media influencers, and policymakers for managing the narrative of safety in Pakistan and displaying pleasant attributes related to this nation more effectively.