This comprehensive Handbook offers an overview of current research on the use of social media within the tourism industry, investigating a range of social media practices and proposing strategies to address key challenges faced by tourist destinations and operators. International contributors analyse both conceptual and practical social media topics, addressing cutting-edge social media issues in destination management and marketing. Drawing on empirical case studies and examples, chapters explore dark tourism, gastro-tourism, travel blogs, electronic word-of-mouth, sentiment analysis and...