Social media technologies in the tourism industry: an analysis with special reference to their role in sustainable tourism development

ABSTRACT This paper attempts to examine the evolving dynamic of social media driven sustainable development in the tourism industry and how the modern tourism businesses could grow into what might be called sustainable corporate citizenship behaviour. The full potential of social media technologies is rarely recognized as tourism firms continue to employ social media as just yet another promotional tool. One of the greatest opportunities offered by the social media platforms is that sustainable development no longer needs to be an isolated business objective but could rather become a goal shared equitably among the various groups of stakeholders interested in the future of tourism. The paper discusses tourists’ use of social media and highlights certain common social media applications in promoting ecotourism.