As social media grows, more tourism businesses are showing interest in its benefits as a tool to promote
destinations or advertise hotel rooms. Studies examining social media implementation by Australian SMTEs are
currently nascent, leading to a limited understanding of the potential that these platforms can offer. This paper
analyses the business requirements and user perceptions regarding social media and proposes a theoretical
framework for investigating social media presences by SMTEs, while considering current good practices for social
media marketing