The study provides a novel perspective on the effect of social media marketing on tourism firms’ performance in the COVID-19 pandemic. The study purposely investigated the relationship between social media marketing and domestic tourism firm performance in Uganda. A cross-sectional study was conducted among tourism firms in Kampala-Uganda Using quantitative methods. The study obtained data from 135 tourism firms, and was analyzed using SPSS-16 and Smart PLS. Results indicate a positive and significant relationship between social media marketing and domestic tourism firm performance. On the contrary, findings reveal that tourism resource and tourism supply chain do not mediate the relationship between social media marketing and domestic firm performance.

Keywords: Social media marketing, domestic tourism, firm performance, tourism resource, tourism supply chain, COVID-19, Uganda.