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Abstract
This study conducts a comprehensive bibliometric analysis of academic research on social media usage in the travel process, utilizing 2010 documents extracted from the SCOPUS database. The objective of the present study is to analyse documents on the use of social media in travel through bibliometric methods. The data gathered from the database were visualized by using Vosviewer programme. The findings reveal a consistent increase in scholarly attention to this topic since 2007, with the highest publication activity observed in 2023. Keyword analysis highlights “social media,” “tourism,” and “user-generated content” as central themes, reflecting the pivotal role of digital platforms in transforming travel behaviours and decision-making. Influential contributors, including Rob Law and Zheng Xiang, were identified, with significant citation metrics underlining their impact on the field. Major journals such as Tourism Management and Journal of Travel Research emerged as leading sources shaping the academic discourse.
