This research project investigates the influence of technology, particularly social media and online booking platforms, on consumer purchasing behavior within the travel and tourism industry. It examines how technological advancements have transformed traditional marketing strategies and influenced consumer decision-making processes. The study aims to understand the impact of technology on consumer attitudes towards purchasing travel products and services, exploring factors such as online reviews, social media recommendations, and the convenience of online booking. Through a combination of literature review and primary data collection, the research seeks to identify key trends and patterns in consumer behavior, providing insights for travel and tourism businesses to optimize their marketing strategies and enhance customer engagement.
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