Purpose: The purpose of this study is to examine how travel companies have adapted to a digital society and how they use the Internet as a marketing channel. Problem: How have current travel companies adapted to the development of the Internet and how do they use Internet as a marketing channel? Are there any differences in the marketing strategies of different types of travel companies and does the clientele have any impact on the selected marketing method? Method:  This study has been formed by a qualitative approach. Interviews have been conducted with employees at different travel companies across Sweden. The qualitative approach has been chosen to create a deeper understanding and give a broader knowledge to our study. Conclusion: Companies today use the Internet as one of their primary marketing channels, these are mainly websites and social media. The companies agree that aligning themselves after a digital society and new innovations is key to compete in the market. Depending on the clientele and target audience the companies’ marketing strategies may differ, the results show that there is a clear difference between niche and non-niche travel companies.

This study focuses on the motives that recruiters can or may have within companies, organizations and authorities of using Facebook as a complement in the investigation of potential work-candidates. The study also explores the consequences that could occur regarding the boundaries of private and public spheres when recruiters are researching Facebook-pages of potential work-candidates. The results were collected by qualitative interviews with eight different recruiters from a wide range of businesses in Kalmar. By applying a framework of already identified uses and gratifications, we discovered six different motives of why recuriters would use Facebook as a complement while recruiting work-candidates. The motives are; security, guidance and advice, convenience utility, surveillance, curiosity and economic motives. We also discovered that the following consequences of researching Facebook-pages of potential workcandidates are that candidates are restricted in the possibilities of acting private on their Facebook-pages and that candidates have zero control of their published materials since recruiters sets the limits of what can be thought of as private and as public.