What question did this study set out to answer?

The aim is to review how social media influences travel decisions and identify gaps in existing research.

June 4, 2026

Social Media as a Travel Influencer : A Review of Recent Studies

Key Points

The aim is to review how social media influences travel decisions and identify gaps in existing research.
Systematic review of recent studies on social media's impact on travel behavior.
Analysis of social media as a tool for tourism motivation and decision-making.
Identification of research gaps for future exploration.
Social media significantly shapes travel trends and decision-making processes.
Travelers increasingly turn to platforms like Instagram and Facebook for destination inspiration.
Research gaps identified suggest opportunities for further study in social media's role in tourism.

Abstract

The utilization of Social Media and other web 2.0 applications has shaped the travel trends in recent times. Social Media, as one of most ground-breaking web based systems administration instruments, has been incorporated into a piece of social and economic life in reality. Travellers have become techsavvy and they are changing the way travel is consumed. From getting motivated by an Instagram post to Facebook suggestions for a famous travel destination to sharing live videos and pictures while on a tour, social media has impacted tourists at each step of travel decision making. This study reviews the latest trends and analyzesthe social media-related research articles which act as a travel influencer. This paper additionally adds to the scholarly community and industry by distinguishing some examination voids in surviving exploration and giving a motivation to future research.

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