The Role of Social Media in Tourism Destination Development

In modern conditions, integration of social media platforms have become actual in the context of strategy formulation. Which is highly sensitive in the tourism and hospitality industry. It should be noted, that in recent years, tourism has emerged,as one of the most technology intensive industry. The use of social media for tourism businesses and tourist destinations has become significantly effective.It can have a specific impact on consumer behavior, which is confirmed by world practice.
This issue is actual for Georgia as a perspective and tourist destination. Which has great potential in both regional and international markets. The paper analyzes the role of social media in positioning a tourist destination.The key focus is on the systemic aspects of the operational and functional aspects of social media platforms. Based on the research outcomes, the impact of social media on consumers ’travel decisions is assessed.