Social Media in Sustainable Tourism Recovery

Beata Hysa, Iwona Zdonek and Aneta Karasek
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Beata Hysa: Department of Economy and Informatics, Faculty of Organization and Management, Silesian University of Technology, Akademicka 2A, 44-100 Gliwice, Poland
Iwona Zdonek: Department of Economy and Informatics, Faculty of Organization and Management, Silesian University of Technology, Akademicka 2A, 44-100 Gliwice, Poland
Aneta Karasek: Institute of Management and Quality Sciences, Maria Curie-Skłodowska University, Plac Marii Curie-Skłodowskiej 5, 20-031 Lublin, Poland

Sustainability, 2022, vol. 14, issue 2, 1-24

Abstract: In the light of the COVID-19 pandemic, it is crucial to manage tourist destinations to allow the recovery of tourism on the one hand and reduce its negative impact on the environment and the local community on the other. Information provided via social media (SM) by both residents and tourists can help restart tourism. This paper identifies ways of sharing travel experiences by tourists on social media. The research was conducted in Poland on a sample of 271 respondents from each generation using questionnaires. Results showed that the way tourists use SM during and after their trip differs by generation and gender what could be used in promoting responsible behaviour for sustainable tourism. Differences between generations can be observed in behaviours such as ongoing planning the trip, obtaining information about the place to stay, keeping a photo album for friends, and writing reviews. Moreover, more often than men, women use SM to obtain information about the place of stay and share their impressions of the trip by sending MMS or emails. Tracking tourists’ travel behaviour on social media will allow city managers to gather information and respond to their needs and expectations and ensure effective urban management and city promotion.

Keywords: social media; SM; sustainable tourism; urban management; smart tourism; tourism recovery (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (4)

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