THE INFLUENCE MECHANISMS OF DIGITAL PLATFORMS AND SOCIAL MEDIA NETWORKS ON CONSUMER BEHAVIOUR IN THE TOURISM INDUSTRY
DOI:
https://doi.org/10.5281/zenodo.21280883Ключевые слова:
Digital platforms; social media; consumer behaviour; digital tourism; tourism marketing; electronic word-of-mouth (eWOM); online reviews; tourism decision-making; digital economy; tourism services.Аннотация
The rapid development of the digital economy has has significantly influenced the development
of the tourism industry 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 important 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.
The research is based on a comprehensive review and synthesis of existing literature on digital tourism,
consumer behaviour, social media marketing, and online decision-making. Comparative analysis, systematic
analysis, descriptive analysis, and document analysis were employed to identify the principal factors influencing
tourists’ purchasing decisions within the digital environment. The findings indicate that digital platforms reduce
information asymmetry, increase transparency, strengthen consumer trust through online reviews and ratings,
and facilitate more informed tourism decisions. Social media further influences travel motivation, destination
image formation, and purchasing intentions by enabling consumers to exchange authentic experiences
through electronic word-of-mouth and visual content. The study also demonstrates that the integration of digital
platforms and social media enhances the collection and analysis of consumer data, creating opportunities
for personalised marketing, service optimisation, and evidence-based strategic decision-making in tourism.
The findings contribute to the theoretical understanding of digital consumer behaviour and provide a scientific
basis for future empirical research and the development of consumer-oriented digital strategies in the tourism
industry.
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