The Role of Social Media in Shaping Tourist Preferences and Behaviors

Abstract

This study examines the significant influence of social media on travel, with a particular emphasis on the ways in which these platforms affect traveler preferences, thought processes, and behavior. This study reveals the mechanisms via which social media influences travel trends by a thorough assessment of the literature, content analysis of social media posts, and polls of travelers. The results give destination managers and marketers valuable information and emphasize the crucial role that social media plays in contemporary tourism marketing efforts.

JEL Classifications: D12, D83, L83, M31, Z33
Keywords: Social Media, Tourism, Tourist Preferences, Tourism Marketing