The power of Social media and Internet tools in the travel accommodation industry

Abstract

Social media are playing an important role in the decision-making process of all industries. Objective of this research is to analyse which is the impact of social media and different Internet tools in the travel accommodation choice. To reach this aim, this research defines first what social media are and describes the tourism and accommodation industry. It focuses then on identifying the tourist behaviour during both the information search and booking stage. It aims at analysing the power of reviews and social networks and which are the main aspects that influence the decision. To analyse all these aspects, a survey was developed and a quantitative research was conducted.