The impact of social media on consumer decision-making for choosing tourist destinations. The case of Albania

Abstract

With the development of technology, businesses operating in the tourism industry are increasingly using social media to promote their business. This survey focuses on the analysis of consumer preferences and behaviors influenced by social networks. The orientation is mainly to analyze the behavior of consumers in the role of tourists and their decision-making for choosing the constituent elements of their trip. An online questionnaire program was used to prepare the questionnaire, collect responses and analyze the data, sending the questionnaire to Internet users and distributing it as a link through acquaintances via e-mail or the Facebook social network.