A systematic literature review of Social Networks uses by tourism stakeholders

Abstract

Social media has emerged as a transformative tool, enabling destination management organisations (DMOs), businesses, and tourists to engage in real-time interactions and co-create value through user-generated content. In this context, this systematic review examines the utilisation of social media by tourism stakeholders, focusing on their role in marketing, decision-making, and sustainability. Employing the PRISMA protocol, 54 studies published between 2013 and 2022 were analysed, highlighting the diverse applications of platforms such as Facebook, Instagram, and TikTok. Key findings reveal that social media influences tourist behaviour, facilitates decision-making, and fosters trust through content shared by peers and influencers. Additionally, the platforms are pivotal for promoting sustainability and managing crises, as evidenced during the COVID-19 pandemic. However, challenges such as privacy concerns, misinformation, and overtourism persist, necessitating strategic approaches. The review underscores the need for future research on advanced technologies like augmented reality, localised studies, and the integration of sustainability in social media strategies. These insights contribute to understanding how social media shapes the tourism sector, enhancing its adaptability and sustainability in an evolving digital landscape.