The impact of social media marketing on the tourism industry

This thesis explores the influence of social media marketing on the tourism industry, examining both the literature and practical implications. The focus is the relationship between social media and leisure tourism, highlighting how digital platforms influence the traveler’s decision-making process and the phase during and post travel. The study also investigates how tourism companies employ social media marketing techniques to attract and retain customers. A case study complements the theoretical analysis, offering a real application. It evaluates the use of social data with some financial metrics in order to predict consumer behavior and sales trends.