The Role of Social Media in Tourism Marketing: An Analysis Based on Digital Approaches

This thesis examines the impact of digital marketing, particularly marketing conducted through social media, on the tourism business. To gain a deeper understanding of this relationship, various sources were analyzed, including academic studies, industry reports, government documents, and online platforms. The findings indicate that digital marketing based on the use of social media and video content plays a significant role in increasing people’s interest in travel. Moreover, social media has substantially changed the way people plan and book their trips. According to reports, the majority of travelers now use social media to decide on travel destinations and even to book travel services. These behavioral changes clearly demonstrate the important role that social media plays in the travel planning process.