Impact of online platforms and social media reviews on the purchase of tourist services on consumer tourists: global and kazakhstan context

Abstract

In the context of the rapid development of digital technologies, the popularity of online platforms in the consumption of tourism services is growing. The increase in the number of users indicates a growing trust in digital services as the main tools for generating income in the tourism industry. The article discusses the features of using online platforms and booking sites such as Booking.com and TripAdvisor, as well as social networks Instagram, TikTok and Facebook. Particular attention is paid to the age differences of users, the nature of search queries and the use of hashtags when choosing tourism services. The purpose of the study is to identify the most popular online resources and social networks that influence consumer behavior when choosing tourism products, as well as to determine the role of online reviews and user information in the decision-making process about a purchase. The empirical base of the study includes survey data from 73 respondents from the city of Almaty. The theoretical basis is formed on the basis of the analysis of scientific literature, dissertations, publications of domestic and foreign scientists, statistical reports, as well as data posted on global and national online platforms. Based on the results obtained, a conclusion is made about the need for active development of the tourism potential of social networks and online platforms, the formation of marketing strategies taking into account the capabilities of digital technologies, as well as the further implementation of domestic digital services such as «Kazakhstan.travel» and «e-Qonaq».