THE ROLE OF SOCIAL MEDIA IN SHAPING TOURIST BEHAVIOR

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This article will provide an in-depth analysis of the role of social media in the tourism industry and the influence of tourists on the decision-making process. The study focuses on exploring key areas, opportunities, and risks, highlighting aspects such as visual inspiration, recommendations, real-time updates, and interactive communities. However, the article also discusses negative effects that can occur in the use of social networks, such as manipulations, privacy concerns, and spammy content. The results of the study show the possibilities of meeting the needs of users more effectively through innovative marketing strategies and personalized services in the future tourism sector.