Applicability of Social Media in Tourism Business

TL;DRAbstract

Social media is changing the traditional way of marketing and it has opened up tremendous opportunities for companies. The purpose of this research is to explain why small tourism enterprises should use social media and how they gain the benefits from it. The theoretical framework of the thesis aims to provide readers general understanding of social media and its impacts on the customers’ behaviour. 
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\nThe qualitative research consists of focus group and an in-depth interview used in this study in order to examine the use of social media in tourism under perspective of individual users and of a specialist. The focus group is discussed with reference to three main aspects: awareness of social media, use of social media in tourism and recommendations for a Facebook site. The interview is categorised into four themes of social media in small tourism businesses, advantages and disadvantages, target customers of social media and recommendations for social media site of a tourism

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