Abstract:

The destination image is widely recognized as a powerful tool used by the tourism industry to enhance destination competitiveness. In fact, destination image is a significant factor which can influence the destination choice of tourists (Lawson, F.; Baud-Bovy, 1977). Indeed, the more destinations have a strong and positive image, the more they could be chosen in the decision-making process. So, to make a choice among a wide range of destinations, tourists must have information about these destinations. This process is more easy now by using the web 2.0. Social media has become the new intermediaries between tourists and destinations. It provides information, allowing them to know more about the destination and influence their decision making process (Standing, Tang-Taye, & Boyer, 2014).

The purpose of this study, therefore, is to examine the role of social media in the destination image formation and to determine its degree of influence on tourists decision-making process. We will present the literature review of the concept of the destination image. In light of this review, we will propose a new perspective of understanding the destination image, based on the social media concept.