Tourism Promotion Using Social Networks: A Systematic Review

Duberlyn Mayly Lopez-Ortiz, Isela Fernanda Rosas-Ybañes, Franklin Cordova-Buiza, Wilver Auccahuasi

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

4 Scopus citations


Social networks function as a strategy for the promotion and dissemination of tourism destinations. The objective of this systematic review is to determine what is known about the use of social networks as a tool for tourism promotion, in the scientific literature between 2012 and 2022. The Prisma methodology (Preferred Reporting Items for Systematic Reviews and Meta - Analyses) was used, the databases were Science direct, Taylor and Francis, Dialnet, Redalyc and Scielo, with a total of 49 systematized articles, the inclusion criteria were those that are published between 2012 and 2022, are in Spanish, English or Portuguese language, and that have free access. The results obtained determine that, 78 % of the articles are current as of 2017, with a significant decrease during 2020 due to the global health crisis. It is concluded that the use of social networks by tourists allows them to publicize a destination indirectly, and they do so by posting photos and videos, accompanied by texts, either with information about the destination or with inspirational phrases. Finally, it is mentioned that there is a wide variety of social networks that could be used to promote a destination; but, among the most relevant we have Instagram, Facebook and Twitter, which have been observed in most of the articles, regardless of the category, are used as the main social networks for the dissemination and promotion of destinations. Tiktok could also be included as a social network with a lot of diffusion power; however, there are still not many studies that support this information.

Original languageEnglish
Title of host publicationProceedings of the 6th International Conference on Tourism Research, ICTR 2023
EditorsEirini Vlassi, Despina Konstantinides
PublisherAcademic Conferences and Publishing International Limited
Number of pages8
ISBN (Electronic)9781914587672
StatePublished - 2023
Event6th International Conference on Tourism Research, ICTR 2023 - Pafos, Cyprus
Duration: 8 Jun 20239 Jun 2023

Publication series

NameProceedings of the International Conference on Tourism Research
ISSN (Electronic)2516-3612


Conference6th International Conference on Tourism Research, ICTR 2023


  • Influencer
  • Promotion
  • Social networks
  • Tourism
  • Tourist destinations


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