Social Media and Destination Branding in Tourism: A Systematic Review of the Literature

Under the impact of technological innovations, particularly the Internet, ways of communication have been changing. In fact, social media has been offering virtual communities and networks that enable the creation and dissemination of information, ideas, interests, and other forms of expression. Furthermore, it clearly plays an important role in the communication strategy of the various stakeholders of the tourism industry. It is vital to create and maintain destination branding not only traditionally but also in the virtual society. This study conducted a systematic review of the literature in order to synthesize the contributions of scholars within the field of place branding and social media, explore current lines of inquiry, and propose avenues for future research. The findings pointed out that there has been a steady extension of the number of the related publications during the last 11 years. Multiple tourist destinations and platforms are included in the research, which leads to a better understanding of different points of view. A total of 114 English-language peer-reviewed academic journal articles are included in this review and categorized into five key themes, examining: (1) destination brand strategy, (2) user-generated content, (3) cognitive dimensions, (4) affective dimensions, and (5) behavioural dimensions. This study also outlines some future research trends.