@article{article_1643962, title={COMMUNICATION AND SOCIAL MEDIA USE IN TOURISM}, journal={Rahva Journal of Technical and Social Studies}, volume={5}, pages={1–10}, year={2025}, author={Ergin Çağatay, Hacer Hande}, keywords={İletişim, turizm iletişimi, dijital halkla ilişkiler, medya, sosyal medya.}, abstract={There is fierce competition in every field of business in the globalizing world. In order to maintain their existence and to stand out in this competitive environment, businesses have to use all kinds of public relations, promotion, marketing, advertising and communication environments. In this study, it is aimed to examine the impact of tourism communication and social media concepts on each other and the results of this impact within the scope of digital public relations and to examine the subject within the framework of current approaches. In this compilation study, the literature studies on the subject were examined and the perspectives of the researchers on the subject and the results they obtained were evaluated. According to the results reached as a result of these evaluations; media, especially social media, has an important place in tourism communication. With the development of internet and communication technologies, the use of social media has become more widespread and has become an important factor in businesses’ ability to introduce themselves. Social media is a communication environment that can be used effectively and at a low cost in terms of creating brand awareness by developing the brand image, thus ensuring customer satisfaction and loyalty, and thus contributing to corporate sustainability and therefore profitability. Today, social media is used to carry out digital public relations activities in the tourism sector, as in many sectors. This usage is quite important for both tourism businesses and individuals and groups performing tourism activities. While tourism businesses use social media to promote their institutions and activities, to learn about their customers’ positive and negative opinions, demands and expectations about them, the decisions of individuals performing tourism activities to plan their actions in this regard, to determine destinations and accommodation centers are largely affected by the shares and comments of other individuals on social media. While the two-way communication, interaction, instantaneity, speed and economy features of social media contribute to individuals gaining an idea about the experiences of other individuals, it also has an important place in influencing the opinions and purchasing decisions of others by sharing their own experiences, positive and negative opinions.}, number={1}, publisher={Bitlis Eren Üniversitesi}