The Effect of Social Media Marketing on Consumer Behavior in the Georgian Tourism Industry

This study aims to examine consumer behavior regarding the use of social media in the Georgian tourism sector. The article examines the specifics of social media use in the tourism sector. It has been shown that social media is actively used in the business sector in Georgia, however, the impact of social media marketing activities on the behavior of tourism consumers has been poorly studied. As a result of analyzing a variety of literature, research hypotheses and a conceptual model of the research have been formulated. The paper uses a quantitative research method. The variables and measurement items in this study are formed from relevant literature based on a deductive approach. The questionnaire survey method was used for the study. Data were collected through random sampling of consumers. Correlation and regression analysis methods are used to process the collected data. This study found a positive relationship between awareness of social media marketing activities, the quality of information posted on social media, and trust in information posted on social media on tourists’ attitudes towards such information. Furthermore, a positive attitude has also been established between tourists’ attitudes towards information posted on social media and tourists’ satisfaction with said information. This original study contributes to the development of literature in the field of tourism marketing. Its value stems from its potential to enhance the understanding of social media’s application as a marketing communication tool within the tourism industry. The results obtained will be useful for tourism organizations that plan to expand their activities using social media marketing.