THE IMPACT OF SOCIAL NETWORKS IN TOURISM PROMOTION. EVOLUTION AND TRENDS

The present article investigates the impact of social networks in the tourism industry, highlighting their transition from simple social platforms to marketing tools. The paper focuses on analyzing the impact of digitalization on consumer behavior in tourism, proposing strategies for optimizing tourism marketing in the current digital context. Moreover, the article is part of a broader research that primarily employs literature review as its research method. At the same time, it paves the way for further in-depth analyses. The introduction emphasizes the changes that digitalization has brought to tourism with a focus on social networks. It discusses the importance of two-way communication as well as the influence of user-generated content and the role of emerging technologies. The chronological analysis of social networks from Myspace to Instagram and TikTok highlights the fact that academic literature was examined to illustrate how technology adaptation has improved over time and can be enhanced. The section on budget allocation and performance evaluation details the importance of adaptable strategies for maximizing ROI and underscores the importance of a complex approach based on quantitative and qualitative metrics. As part of extensive research, the paper contributes by encouraging the development of new strategies for digital tourism promotion adapted to the rapidity of changes.