Purpose. The aim of this paper is to investigate how social network can become the main tool for achieving fast and detailed information for the choice of tourism destination and packages, in order to deeply understand the benefits of these media for improving the destination marketing strategies and achieving a competitive advantage on the market. Design/methodology/approach. The research focuses on an extended Technology Acceptance Model (TAM) which includes also the constructs e-word-of-mouth communication and enjoyment. In particular, 1397 experience users have been involved. Findings. The main findings are related to the key role of e-word of mouth communication on both the perception of usefulness and the attitude towards the use of social network as powerful tool for the choice of tourism destinations; as well as to enjoyment which underlines the role of the fun provided by the social network and represents a stronger predictor for consumer attitude and tourism behavior intention. Research limitations/implications: This research does not focus on a specific tourist’s destinations, thus the presence of different destinations may affect consumers in different ways, according to their involvement towards to a particular destination. This study contributes to deepening the scientific debate on the tourist’s destinations. Practical implications: The findings of this research support the development of tourism marketing and communication strategies focused on the online contexts as factors capable of influencing tourists behaviour in a more efficient way. Originality/value: This paper focuses on the web-based technologies, like social media, in order to deeply understand to what extend tourists accept the usage of these technologies for the choice of destination, by providing issues for researchers and practitioners.