The influence of social networks on the choice of tourism destination: The case of Kvarner

Abstract

The paper synthesizes previous research and the results of research conducted on a specific example - the tourist destination of Kvarner. Social networks have become an important tool in building the image of a tourist destination and recognition in the tourist market. Creating interesting content on social networks can influence the attraction of potential tourists to the destination, as well as sharing the content and visual materials of social network users who have already visited the destination. Therefore, the paper examines the extent to which visitors to the Kvarner tourist destination use social networks as a source of information and how much they influence the choice of the Kvarner tourist destination as their holiday destination. The results of the research show that social networks significantly influence the decision of tourists to choose a tourist destination in Kvarner as a holiday destination, but to a lesser extent than the decisions of tourists visiting other coastal regional destinations. Therefore, additional efforts are needed to popularize Facebook and Instagram pages among potential tourists.