This research proposal aims to investigate the impact of social media marketing on the travel industry, specifically focusing on the use of unsupervised machine learning research methods. Social media platforms have become influential channels for promoting travel destinations, influencing consumer behavior, and shaping travel experiences. By utilizing unsupervised machine learning techniques, this study aims to uncover patterns, trends, and insights hidden within the vast amounts of social media data related to the travel industry. Understanding the impact of social media marketing on the travel industry can provide valuable insights for travel businesses, destination management organizations, and marketers to develop effective strategies and enhance customer engagement.

The expected outcomes of this research include a deeper understanding of the impact of social media marketing on the travel industry, identification of influential factors in user-generated content, and insights into emerging trends and customer preferences. The findings will contribute to the body of knowledge on the effective utilization of social media platforms for travel marketing purposes. Moreover, the study will provide practical implications for travel businesses and destination management organizations to optimize their social media marketing strategies, enhance customer engagement, and improve the overall travel experience.