Eureka! Institutional Repository

The continuous and rapid technological development has created many opportunities in the tourism industry and has led many hotel units to use e-marketing. The purpose of this article is to enrich with information, the research gap that exists regarding the use of social media and their impact, from the 1* - 3* hotels of Thessaloniki. This is achieved by studying social media as tools of marketing strategy in the hotel industry, in order to examine the extent to which they can influence the improvement, development, and organization of these units.Also, focusing on the impact that social media has on hotels' relationships with their customers, in order to fill the research gap. To continue with, we examine the positive impact of digital marketing tools on Tourism, and how they can influence consumer behavior in hotel units, which aim to promote their services and contribute to their growth and profitability. Specifically, hotels under three stars are examined in the area of Thessaloniki. All these are presented in detail in the chapters that follow below.