The Effect of Social Media Marketing on Consumer Behavior of Tourism Destinations

Abstract

The article shows the role of social media marketing in developing tourist destinations. It is emphasized that using social media marketing tools helps tourist destinations manage relations with customers. The paper focuses on the use of social media marketing in tourist destinations. Here listed the reasons that prevent the development of social media marketing activities in Georgian tourist destinations. Considering this, marketing research was conducted, through which the attitude of tourists towards social media marketing activities provided by Georgian tourist destinations was studied. Here, customer interest, Engagement and satisfaction with such activities are also established. Statistically significant values have been obtained, which reflect the impact of social media marketing on the consumer behaviour of tourist destinations.