3Is Social Media the 4th ‘S’ – The Extended Perspectives of ‘Sun, Sea and Sand’


  • Marton Zsuzsanna University of Pannonia, Hungary
  • Ernszt Ildikó University of Pannonia, Hungary


tourism, social media, consumer behaviour, destination choice


The trio of ‘sun, sea and sand’ has been regarded as the conventional combination of attractions that pulled the tourists to a destination and made them completely satisfied. People wishing for relaxation and enjoyment intentionally visited places that were isolated from the outside world and nobody could disturb them during their vacation. Nowadays, this situation took a big turn, and most of the tourists cannot imagine that they spend a few days without an internet connection or their smartphones.  In the era of smart devices, people are always connected to others and feel compelled to share their experiences even during their holidays. Social media not only permeates our lives but also has a powerful effect on our decisions and activities regarding our travels, as well. Travelling without posting on social media platforms is almost unbelievable nowadays. The aim of this paper is to reveal and analyse the situation based on a survey conducted with Hungarians.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.


Aguiló, E., Alegre, J., Sard, M. (2005), “The persistence of the sun and sea tourism model”, Tourism Management, Vol. 26, No. 2, pp. 219-231.

Bieger, T., Laesser, C. (2004), “Information sources for travel decisions: toward a source process model”, Journal of Travel Research, Vol. 42 No. 4, pp. 357-371.

Dickinson, J. E., Ghali, K. Cherrett, T., Speed, C., Davies, N., Norgate, S. (2014), “Tourism and the smartphone app: capabilities, emerging practice and scope in the travel domain", Current Issues in Tourism, Vol. 17, No. 1, pp. 84-101.

Dwityas, N. A., Briandana, R. (2017), “Social media in travel decision making process”, International Journal of Humanities and Social Science, Vol. 7, No. 7, pp. 193-201.

Jacobsen, J. K. S., Munar, A. M. (2012), “Tourist information search and destination choice in a digital age”, Tourism Management Perspectives, Vol. 1, pp. 39-47.

Kim, J., Fesenmaier, D. R. (2017), “Sharing Tourism Experiences: The Posttrip Experience”, Journal of Travel Research, Vol. 56, Issue 1, pp. 28-40.

Li, F. (2020), “Understanding Chinese tourists' motivations of sharing travel photos in WeChat”, Tourism Management Perspectives, Vol. 33, pp. 100584 ref. 122.

Månsson, M. (2011), “Mediatized tourism”, Annals of Tourism Research, Vol. 38, No. 4, pp. 1634-1652.

Miguéns, J., Baggio, R., Costa, C., (2008), “Social media and tourism destinations: TripAdvisor case study”, Advances in Tourism Research, Vol. 26, No. 28, pp. 1-6.

Munar, A. M., Jacobsen, J. K. S. (2014), “Motivations for sharing tourism experiences through social media”, Tourism Management, Vol. 43, pp. 46-54.

Pan, S., Lee, J., Tsai, H. (2014), “Travel photos: motivations, image dimensions, and affective qualities of places”, Tourism Management, Vol. 40, pp. 59-69.

Pavelka, J. P. (2016), “Smartphone Use During Travel”, Academic paper for presentation, Lighting Talks Research Forum, Mount Royal University, TTRA Canada 2016 Conference.

Sotiriadis, M. D. (2017), “Sharing tourism experiences in social media: A literature review and a set of suggested business strategies”, International Journal of Contemporary Hospitality Management, Vol. 29, No. 1, pp. 179-225.

Thinkwithgoogle. (2016), “Travel Infographic: How Mobile Shapes the Customer Journey”, available at: https://www.thinkwithgoogle.com/consumer-insights/travel-infographic-mobile-shapes-customer-journey/ (5 May 2020).

Woodside, A. G., Lysonski, S. (1989), “A general model of traveler destination choice”, Journal of Travel Research, Vol. 27, No. 4, pp. 8-14.




How to Cite

Zsuzsanna, M., & Ildikó, E. (2020). 3Is Social Media the 4th ‘S’ – The Extended Perspectives of ‘Sun, Sea and Sand’. Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, 6(1), 628–635. Retrieved from https://hrcak.srce.hr/ojs/index.php/entrenova/article/view/13516



Other Special Topics