In this research the main idea was to investigate the use of social media for sustainable rural mountain tourism. The study was qualitative, and enabled the discovery of the main thematic issues related to the travel process of tourists when using social media for rural mountain region tourism. The study found four types of themes: (1) social media use in the planning stage of the trip, (2) social media use before the trip, (3) social media use during the trip, and (4) social media use after the trip. The results show that tourists use social media at all stages of travel for rural mountain region tourism. At the first stage (planning), tourists mainly use social media to search for information. The results are further applicable to broaden the concept in other activities of tourist or other personals while using social media. Future implications are made and conclusion are drawn for further expansion of the idea.