Are Romanian Travel Agencies Concerned about their Social Media Presence?

Abstract

The tourism industry has experienced notable changes because of the widespread adoption of social media. As a result, travel companies have been compelled to give greater importance to their online presence and proactively interact with customers via social media channels. This study aimed to assess the concern of Romanian travel agencies for their presence on social networks such as Facebook, Instagram, and TikTok through an analysis of social media metrics. According to the research findings, even though travel agencies exhibit a preference for Facebook when promoting tourism-related products and services, the other two analyzed platforms yield greater user engagement. The study has implications for both management and marketing activities within the tourism field.