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The Impact of Social Media on Consumers’ Decision-Making Process in Hotel Industry

In: Digital Management and Artificial Intelligence

Author

Listed:
  • Davit Sikharulidze

    (East European University (EEU))

  • Kakhaber George Lazarashvili

    (East European University (EEU))

  • Natia Gegelashvili

    (East European University (EEU))

  • Tamar Tkhelidze

    (East European University (EEU))

Abstract

The present study examines the impact of social media on consumer decision-making in the Georgian hotel industry. In response to the rapid growth of digital marketing, this research aims to analyze how consumers utilize social media when selecting a hotel and how this influences their final decision. The study is based on data from 324 respondents, collected through a standard sampling method. Structural equation modeling (SEM) was employed for data analysis. The results demonstrate a strong positive correlation between social media usage and purchase decisions, underscoring the critical role of social platforms in modern tourism marketing. Additionally, the study revealed that psychological attributes and sociocultural factors significantly influence consumer choice. Meanwhile, the effectiveness of traditional communication channels has diminished compared to social media. The findings suggest that the Georgian hotel industry should enhance its digital marketing strategies, with particular focus on social media, personalized approaches, and online reputation management. This research makes a valuable contribution to understanding the digital transformation of the Georgian hotel industry and provides a foundation for further research and practical recommendations.

Suggested Citation

  • Davit Sikharulidze & Kakhaber George Lazarashvili & Natia Gegelashvili & Tamar Tkhelidze, 2025. "The Impact of Social Media on Consumers’ Decision-Making Process in Hotel Industry," Springer Proceedings in Business and Economics, in: Richard C. Geibel & Shalva Machavariani (ed.), Digital Management and Artificial Intelligence, pages 196-207, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-88052-0_15
    DOI: 10.1007/978-3-031-88052-0_15
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