Social media has influenced the tourism industries in many ways. It has enabled the connection between customers and suppliers in ways which was not possible before. This thesis aims to understand such roles of social media in tourism which has impacted the tourism industry. This thesis explores these dynamics of social media usage in tourism where suppliers and consumers are concerned. It further goes on to identify the changes in tourism industry due to social media where users are gaining more advantage of information. The thesis will also look at the ways in which tourism agents are adopting to the changes that are brought using social media in tourism industry.

Qualitative research method is used in this thesis to obtain data and analyse them. Inductive approach helped the author gather and collect the small number of data that was available to generalize and create patterns and themes. Data was analysed using codes and themes and later explored in the thesis which co-related with the information obtained from literatures. Even though there were limitation to the research process the data obtained provided great insight into tourism industry. Discussions regarding future studies are presented in the thesis which are related to use of data in social media, the algorithms of these platforms and ethical issues concerning those.