The use of social media and its relation to the tourist's purchase decision

Following the international depression caused by the covid-19 pandemic, the tourism sector needs to recover in a context of lack of capital for investment. In this sense, fast and economical contact with the customer through digital means is going to become, if possible, more important, referring to the ease of access, search and selection of offers and simplification of financial procedures. Traveler behavior has changed substantially as a result of the digitalization of society, which has exponentially improved the use of ICT in the last months of 2020. Thus, the need to research and go to studies that allow us to understand the new ecosystem increases in which companies and buyers are related. This work consists of a bibliographic review aimed at tracking and recovering information relevant to the application of social networks in promoting the tourism industry due to its effects on the company-client relationship. For this case, various sources have been consulted in related and cross-cutting subjects: monographs, articles, and scientific journals of recent publication in Spanish and English and with open access to the full text (including older material only if it contains a base relevant theory). Exclusion criteria included articles lacking scientific rigor, opinion, or user content with no basis on experience. The search strategy used descriptors of tourism, communication and ICT relevant to the object of study.