The influence of social networks on the behavior of users of tourism and hotel services

Abstract

The influence of social networks on the behavior of users of tourist and hotel services was studied. The components and directions of the influence of social networks on the formation of consumer behavior of consumers of tourist services were determined. The role of visual content, digital reviews, personalized recommendations and integration with booking platforms in changing consumer behavior was determined. It was concluded that social networks and digital technologies are forming a new model of consumer behavior in tourism and hospitality.