Venice in the era of social networks: impact on tourism, advantages and disadvantages

Abstract

The article examines the impact of social networks on tourism development in Venice, focusing on the processes of creating and distributing digital content, the use of social media platforms by tourists and tourism businesses, as well as their advantages and disadvantages. The study analyzes the role of social networks as modern communication tools that significantly influence the formation of tourist flows, destination image, and consumer behavior. Particular attention is paid to the opportunities provided by digital platforms, including increasing the visibility of Venice as a tourist destination, promoting local businesses, strengthening communication between tourists and service providers, and stimulating economic development. The research highlights the importance of visual content, geotags, hashtags, and influencer marketing in shaping travel decisions and increasing interest in cultural heritage sites. At the same time, the article identifies the negative consequences of uncontrolled social media influence, including overtourism, excessive concentration of visitors in popular locations, environmental degradation, pressure on urban infrastructure, and challenges related to preserving historical and cultural heritage. The study proves that social networks have become a powerful instrument for tourism promotion and destination management; however, their effective use requires the implementation of sustainable tourism strategies, responsible digital communication, and a balance between economic benefits and environmental preservation. Directions for further research are proposed, including the integration of social media management tools with sustainable tourism development mechanisms.