The present dissertation was written as part of the MSc in Hospitality and Tourism
Management at the International Hellenic University and aims at revealing the role of
Social Media in the tourism Sector and to examine the impact of Social Media when
they are used as communication tools by the management of a hotel and whether they
truly have the power to change the way visitors choose, think and behave. Afroditi
Venus Beach Hotel and Spa was used as a Case study. Specifically TripAdvisor
reviews on the hotel were read and analyzed. Results revealed that Social Media are
used by visitors in order to decide on their accommodation. Also, managers can use
Social Media comments in order to understand the way visitors think and behave and
develop services and strategies that will lead to satisfied and loyal customers.
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