With peer perceptions of vacation pictures on social media becoming firmly entrenched into the tourist psyche and the destination selection process, Dr.Boley’s presentation will present the concept of social return and its influence over tourism behavior. Social return is the anticipated positive social media feedback travelers will receive from posting pictures of a travel experience either at the destination level or at the individual business level.The presentation will provide theoretical and practical support for the concept of social return and then present research studies focused on the development of the Social Return Scale and its use to predict intention to visit destinations such as Cuba, participate in ecotourism, and stay at independent lodging accommodations. Future research applications pertaining to social return and its influence on tourism behavior will also be discussed.