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The study attempts to assess the difference in the effect of social media content of tour companies of Lahore on promoting tourism. The study used a comparative research design in order to compare the effects of social media content, in particular Facebook. A detailed literature review was presented, and data was collected from the tourists who have used the Facebook pages of selected tour companies and used their services through a well-developed questionnaire, using purposive sampling, followed by convenience sampling. To conduct the study, a sample size of 320 respondents was chosen to get accurate findings. The findings of the study revealed that all four tour companies of Lahore equally promoted tourism through their Facebook pages. The Facebook pages are a reliable source of information that are trending and being used extensively by people. This showed that using such pages are ultimately contributing to the success and promotion of tourism in Pakistan.

Social Media and Tourism Industry: A Comparative Analysis of Effects of Facebook Pages of Tour Companies of Lahore on Tourism Promotion