"The Social Destination": How Social Media Influences the Organisational Structure and Leadership of DMOs

The paper deals with the most important changes that have occurred in business because of social media and its impact on organisations and leadership in recent years. It seeks to synthesize existing research, theories and concepts, in order to understand "social destinations", and to provide a bridge from past research to future success. Becoming a "social destination" is a strategic and tactical leadership and management issue and the paper will present the importance of destination leadership in choosing the way towards a social destination and some organisational models. It also presents some social media tools that can be used in transforming a destination into a social one. Adapting organisations to the twentyfirst century means adopting social media as a way of life and a way of business