The Role of Social Media before and during a Holiday Travel: Generational and Gender Differences

This article discusses the use of social media by different generations in destination marketing. The study analyses the use of social media by travelers at all stages of a trip. It considers Kimolos, a small Aegean Sea Island as a case study. This research aimed to examine the degree of social media influence by travelers before and during their trip to the island. Other elements such as the most popular social media, the reason for their use by travelers and their role as a source of information were also analyzed.