THE INFLUENCE MECHANISMS OF DIGITAL PLATFORMS AND SOCIAL MEDIA NETWORKS ON CONSUMER BEHAVIOR IN THE TOURISM INDUSTRY
DOI:
https://doi.org/10.5281/Keywords:
Digital platforms; social media; consumer behaviour; digital tourism; tourism marketing; electronic word-of-mouth (eWOM); online reviews; tourism decision-making; digital economy; tourism services.Abstract
The rapid development of the digital economy has fundamentally transformed the tourism industry by changing the ways consumers search for information, evaluate tourism products, make purchasing decisions, and share their travel experiences. Digital platforms and social media have become essential components of the tourism ecosystem, significantly influencing consumer behaviour through online booking systems, user-generated content, electronic word-of-mouth (eWOM), personalised recommendations, and interactive communication. This study aims to examine the theoretical mechanisms through which digital platforms and social media networks shape consumer behaviour in the tourism industry.
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