This paper comprehensively reviews the crucial role of social media in strengthening sports tourism marketing strategies and discusses potential future directions. By exploring social media's capability to enhance destination attractiveness, improve brand image, and foster tourist engagement, with a particular focus on how nostalgic content and the promotion of sporting events can deepen emotional connections between tourists and destinations, it outlines significant research gaps and challenges, such as understanding the long-term effects of social media marketing, optimizing personalized content, and utilizing advanced analytics tools. Future research is encouraged to address these gaps, especially in adapting to emerging social media platforms and technologies, to further enrich sports tourism marketing practices and strategies. Thus, the prospects for utilizing social media in sports tourism are promising, emphasizing the need for innovative approaches to maximize its potential.

Zhao Yan, Wang Huan. The Role of Social Media in Sports Tourism Marketing: A Review and Future Outlook. Frontiers in Sport Research (2024) Vol. 6, Issue 4: 132-137. https://doi.org/10.25236/FSR.2024.060420.

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