Social media influential factors for the decision of tourist destinations: a systematic review

A systematic review was conducted to investigate the influence of social media (SM) on tourist destination (TD) choices. Forty-one articles indexed in Web of Science were selected. The results highlight five emerging data categories: SM influence factors, Content Endorsers, Information Sources, Context, and User Characteristics. Identified influencing factors include destination features, Quality Content, Usability, and eWOM. Various content endorsers were found, yet no consensus on which wields greater consumer influence. Understanding diverse contexts and user profiles is crucial for formulating effective TD strategies. This research underscores the need for further studies and introduces a graphical model, the 'Social Media Azevedo-Ferreira Model,' visually illustrating the scientific literature on this subject. Market implications suggest the production of authentic content reflecting regional culture to foster connections between users and TD. Future research should explore alternative databases.