THE EFFECTS OF THE COVID-19 PANDEMIC ON THE ONLINE PRESENCE AND SOCIAL MEDIA OF TOURIST ACCOMMODATION BUSINESSES: THE CASE OF EXTREMADURA (SPAIN).

In recent times, digital transformation driven by the Internet and information and communication technologies has reshaped the tourism economy, introducing new business models and communication strategies. This article investigates the impact of the Covid-19 pandemic on the digitization of tourist accommodations in Extremadura, Spain. Two databases were created, one pre-pandemic and another two years later, capturing online presence, participation in social networks, discounts, and interactions with tourists for 1,480 accommodations. Comparative analysis revealed an increase in presence on Facebook and Instagram post-Covid, accompanied by a decrease in internet presence and social media activity. Disaggregated analysis by type of tourism highlighted varying digitalization realities among different types of accommodations in the region. This study underscores the evolving landscape of digital tourism services amid the challenges posed by the pandemic.