Role of Social Media Data Analytics in Tourism Marketing

Abstract

Review Article Social media platforms have been very helpful for the marketers in the tourism industry to track the content generated by users relating to their travel choices, experiences, activities and trending tourist destinations. Such user generated content serves as a reservoir of database for the tourism marketers to identify trends and future demands. Social media data analytics help in framing campaigns for branding as well as enhancing the customers‟ experiences. Also, the analysis of facts found from the social media help the tourism industry to predict future shifts in consumers‟ choices. Social media is an inevitable platform for tourism marketing where deeper insights are generated from the existing data by utilizing certain metrics. The social media data analytics must be exploited for increasing brand awareness and innovatively engaging consumers in the tourism industry.