The importance of social media for the improvement of the tourist experience offered by rural tourism enterprises: The case of the Alentejo

Social networks and the use of social media have been gaining more and more importance in recent years and have had a very significant impact on the tourism sector. The way this influences activity can be seen in two ways. On the one hand, from the point of view of the consumer himself, especially the way in which tourists access information. On the other hand, social networks are used by tourism companies as a means to support their marketing activities, such as the promotion of tourism products. This paper explores how rural tourism companies use social media as a way to improve the tourist consumer experience. By assessing managers of the rural tourism businesses in the Alentejo region, Portugal, the aim is to identify entrepreneurs’ perceptions regarding the factors that influence the tourism experience, the use of social media and their relationship with the improvement of the tourist experience and customer loyalty. It is possible to conclude that rural tourism establishments are no longer ignoring the important role of social media in promoting their tourism experiences