Sousa, Ana ElisaPais, SóniaViana, Ana Sofia2022-06-012022-06-012021Sousa, A.E., Pais, S., & Viana, A.S. (2021). The role of social networks in the choice and reservation of the hotel establishment. Proceedings Book – XII International Tourism Congress (ITC’20), 27-28 October 2020, University Feevale, Brazil. https://itc.citur-tourismresearch.com/proceedings-book-itc20/http://hdl.handle.net/10400.8/7221Technology brings new challenges and opportunities for Tourism and Hospitality. Nowadays, social media are popular tools to searching, communicate and sharing, increasingly imposing itself as an alternative to traditional means in the choice and reservation of the hotel establishment. Recognizing the importance of technologies, more specifically of social networks, there has been an increase in the bet of the hotel sector in the dissemination of its services through these. The main objective of this study is to verify the role of social networks in choosing and booking tourist accommodation. An online questionnaire survey was applied. A descriptive and inferential analysis of the collected data was carried out, using the Excel and the Statistical Package for the Social Sciences (SPSS), version 26.0. The findings reveal that the social media are today the main means for collecting and sharing information about tourist accommodation. However, with regard to the reservation of the establishment, although this is done preferably online, it is essentially through the online tourist agencies and the website of the establishment itself.engSocial mediaTourismHospitalityTravel planconference object