[eng] In tourism industry the competition is increasing, thus the companies need to find a new
way of attracting more customers. One of the newest trend is amplified electronic word of mouth
where companies are using social media platforms as part of their strategies. Even though in some
of the sectors is popular, it is not clear if it is used in tourism. By creating questionnaire, we
conduct 30 replies from hotels in Mallorca. The results show that indeed amplified e-WOM is
popular and important for the companies, however only a few are implementing it in their
strategies in any other form except of the classic Facebook or Twitter page. The results
demonstrate that the hotel industry has gap in using e-WOM in his full capacity. Therefore, in this
paper implications for the industry will be discussed.