Evolution of social media and consumer behaviour changes in tourism destination promotion

The evolution of the internet, as well as the constant evolution of society has lead to conceive new forms of communication, thus, new consumer behaviour. The new consumer is more sophisticated and therefore they need more specialised media where they can take information from. This new type of media is called social media, which in spite of the fact that its nature is in the very essence of the internet communication. User-consumer content (UCC) and social media platforms have supported a real revolution on the internet. Nowadays, users can create content, uploaded it to the internet and share their own experiences, opinions, thoughts and so on. This UCC and social media platforms form a new and more interactive source of information, essential and of highlight importance to the tourism sector. This paper examines the evolution of social media and consumer behaviour changes in the tourism industry to manage destination promotion for the future. Advertising and promotional materials are explored alongside social media to explore the authenticity and types of values being communicated through social media about the tourism destinations for modern travellers.