SOCIAL NETWORKS INFLUENCE IN CHOOSING A TOURIST DESTINATION

Abstract

The use of social media is having an increasingly positive impact on tourism activities and the information available on social networks. The aim of this study is to investigate the opinions of social network users regarding their perceptions of social network use, social network communication, and social network information that influence the decision-making process of potential tourists when choosing a destination. The survey was conducted using an online questionnaire and the collected data was processed using the PLS-SEM method. The results show that the use of social networks, communication, and search for information in social networks influence the decision-making process when choosing a destination.