The influence of social media marketing on consumer satisfaction in tourism industry

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Ivane Javakhishvili Tbilisi State University Press
The article shows the role of social networks in the tourism business. There is Emphasized the importance of developing and implementing the right media marketing policy for companies in the Georgian tourism industry. Based on the study, were identified levels of consumers satisfaction with the activities of travel companies in social networks. Analysis of variance gives statistically significant values that reflect the attitude of Georgian consumers to the actions of social media by tourists companies. The article illustrates also the impact of consumer satisfaction about activity on social networks provided by tourist companies on their purchasing behavior.
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Social media marketing, Georgian tourism market, consumer satisfaction, marketing research
The 4th International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2019, pp. 390-396