Impact of social media on tourist's decision making: A literature review

Social media is the new age collaboration platform and it is significantly influencing the tourists‘ decision-making process. This study reviews and analyzes 36social media and tourism related research articles and based on a content analysis from the tourists‘ perspectives, this article found that social media play an important influencer‘s role in the travel planning process. There are some research gap area identified in the article along with strong case for academia and industry to keep social media at center of their online strategy.