Social networks are more and more present, and the number of users records an exponential increase from year to year. Marketing managers from various fields are turning to digital media for promotion more than traditional media. The tourism sector has not been an exception to this trend, and many tourist organizations carry out their promotion and communication through social networks. This study aims to determine the role of social networks in destination choice. To examine the proposed relationships, previously collected data was analyzed using PLS-SEM. The Likert scale responses were weighted using the results of simple text mining of the open-ended responses. This enhances the depth of insights established. Social network usage affects how important people think information is on the network; this, in turn, changes what people consider when choosing a destination. Additionally, using social networks may have negative effects on these decision-making criteria. This study contributes to the understanding of digital marketing in tourism by highlighting the nuanced roles of SN usage and education in shaping tourists’ destination choices, offering valuable insights for marketers to tailor strategies that align with the needs of informed consumers.