The Impact of Social Media on Tourism - International - August 2013
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Travel and tourism has always relied on the power of word of mouth to market to travellers, due to the intangible and experiential nature of the product. For much of the 21st century, friends and family provided the main tools for inspiration, planning and organising travel alongside tourism guides and magazines and travel agencies. However, since the turn of the century, the emergence of the Web and later more sophisticated Web 2.0 digital technologies has transformed the end-to-end travel process.
Social media, defined in this report as ‘websites and applications that enable users to create and share content or to participate in social networking’, provides travellers with a gateway to the opinions and recommendations of millions of people, including friends within their social network and like-minded travellers. Social media and travel gel together because of the experiential nature of travel, which is a social activity in itself. Travel requires information, and travellers have a strong desire to share information about their experience.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.