ABSTRACT
Social media in the industry plays a pivotal role in many aspects, including consumer behavior, customer service, and customer loyalty. The most significant effect that social media has had on the tourism industry is in consumer behavior. Travelers often search for travel information on social media since it enables them to easily find others’ photos, ratings, and reviews. More surprisingly, over 97% of millennials share their travel photos and videos on social media, influencing others’ travel decisions. Owing to the development of social media, tourism-related companies have also transformed how they provide customer services and market to target consumers. The majority of tourism-related companies have official social media accounts in order to communicate with customers as well as promote their brands and services. Customers plan their trips by researching information on social media and they, themselves, become a type of media that influences other customers’ travel preferences and decisions by posting their experiences during and after their trips.
