The importance of social media communication in the hotel industry

Global expansion of social media users is huge and the popularity of the said media is growing rapidly. This global growth and popularity also point to the importance of business communication through these media of all business entities, especially in the tourism and hotel industry, as service oriented industry in which communication with customers and clients is the primary basis for successful business. The aim of this paper is to emphasise and point out the importance of this communication in tourism and hotel industry. This topic has been chosen because of its current relevance and the importance of this form of communication, which is essential for the successful business of tourism and hotel companies in an increasingly demanding business environment. Its importance is also reflected in the need for constant interaction with customers and clients in order to monitor their opinions and attitudes about companies and quality of provided services, including their satisfaction with these services, thus improving the effects and results of business.