Riassunto analitico
The purpose of this dissertation is to investigate the impact of social media on the tourism
industry, specifically the hospitality sector. The goal of this study is to understand the reason
why after interacting through social media, consumers' tendencies undergo a reshape. This
study also tackles how social media is prominent for brand engagement, trust, and loyalty.
Through analysis of literature combined with questionnaire investigation, a clear definition of
social media networking will be drawn, including the sites that are used in the hospitality sector
to influence customer purchase decisions, what attracts potential clients and the role of social
media marketing. This investigation will begin with a literature review of social media in
general and from a marketing standpoint, followed by a review of the tourism industry. This
paper will also explore the social and economic impact of social media with an emphasis on
two companies, TripAdvisor, and Airbnb. The hypothesis suggested is that Social media
reviews and feedback have an influence on how travellers choose a destination and plan their
travel. The overall results of the study demonstrate that reviews impact the behaviour of tourists
in choosing destinations.
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