in: Handbook on Tourism and Social Media, Dogan Gursoy,Rahul Pratap Singh Kaurav, Editor, Edward Elgar , Gloucester, pp.475-488, 2022
The popularity of social media platforms has been shaping travel marketing. Travelers are influenced by the sharing of accounts they follow on social media. From social networking sites like Instagram to other sites that offer crowd-sourced feedback services such as Tripadvisor, people browse the Internet while planning a travel to make it safe, flawless, and impressive. People can easily access travel photos, check-ins, accommodation ratings, and more on social media. The content on social media is extremely impressive. Companies have total control over many elements of their organization's brand-things like their logo, tagline, tone of voice, and design guidelines. However, no matter how carefully they curate the perfect brand identity, they cannot fully control how people feel. Thus companies need to strengthen and protect their brand reputation on social media.