The Impact of Social Media Marketing on Tourism

Introduction

Lebanon’s area is ranked 170th on earth (CIA, 2014). It is smaller than how big is Connecticut, one of many smallest states in in America. Moreover, Lebanon is one of many few democratic countries in the Middle East region. Regarding its economy, Lebanon is a free market economy and includes a extended tradition of laissez-faire economics. As well as its coastal location on the Eastern Mediterranean coast, Lebanon is considered while the central’window’of the Middle East to Europe, North Africa, and the remaining portion of the world. As a result of this, its economy has been through some very prosperous times and was even once called the’Paris’of the Middle East ahead of the nation’s 15 year-long bloody civil war which ended in 1990.

Also, although Lebanon is tiny, it is also one of the very diverse nations in the world. Christians, Muslims, Druze, and other minority sects are spread all around the small nation and even Lebanon’s political system is founded on sectarian power sharing.

However, this diversity had played a pivotal role in the nation’s problems. This diversity was an essential condition of the country’s sectarian civil war and currently plays a significant role in its political paralysis, although other factors (mainly foreign) are to blame as well. There is currently no acting President and the country’s rival political parties keep bickering and preventing as opposed to facilitating the country’s development.

Furthermore, Lebanon’s proximity to Israel has made it a foreign policy/proxy battleground for foreign nations, each using Lebanon for its selfish ends.

The sad political realities of the nation have significantly hurt the country’s economy. Also, since Lebanon is a service-based economy, this particular sector has taken the largest hit.

Tourism plays an important role in the nation’s economy. smm panel Based on the Lebanese Ministry of Economy & Trade (MOET), “Tourism has long been certainly one of Lebanon’s leading economic sectors” (Economic Research Unit, 2010).

Furthermore, The World Travel & Tourism Council estimated that the travel & tourism sector in Lebanon contributed over $4 billion dollars in 2013 (World Travel & Tourism Council, 2014).

The travel & tourism sector composed about 10% of the economy in 2012 but that share dropped to 9% in 2013 (ibid, p. 14). This is because of the political situation in the country as well as various other factors. Moreover, the number of tourist arrivals in the country kept decreasing from 2011 to 2013.

Since the tourism industry has been somewhat floundering in recent years, the room for error becomes really small for businesses in this industry. The political & economic situations are squeezing tourist-related (TR) businesses in Lebanon. This means that these businesses are forced to accomplish more to make up for increasing losses (or decreasing profits) and with fewer resources. There is no telling once the political & economic situation in Lebanon will improve especially because the civil war in neighboring Syria shows no signs of abating.

There are lots of methods Lebanese TR businesses can adapt during this period such as for example implementing downsizing policies and cutting back on marketing & advertising budgets. When economic recessions and tough times affect businesses, the first things to obtain eliminated are often marketing budgets. But especially since TR businesses need to do more marketing to make up for lost businesses, this may not be a great idea.

One solution to this problem is to take advantage of Social Media Marketing strategies given that they cost little to no resources, perfect for the present economic situation in Lebanon. Social media marketing allows TR businesses to overcome obstacles of limited budgets and decreased business.

Problem Statement

During recent years, the positive effectation of social networking on business has been extremely high (Kaplan et al., 2010; Stelzner, 2010; Treem & Leonardi, 2012, p. 143; Baker & Green, 2014).

Moreover, Facebook and Twitter fans of a certain brand are much prone to recommend and buy from these brands than non-fans (Cruz & Mendelsohn, 2011). But, we don’t need to make sure of social media’s effect on business through research studies. For social networking users, including over 30% of the world, this truth is known. More and more businesses are inserting Social Media marketing tools into their marketing strategies and, sometimes, have even become an intrinsic part of their overall business strategy.

Naturally, you might expect that Lebanese businesses would quickly adopt Social Media Marketing as an integral role in their overall marketing strategies but this is simply not the case. In regards to the Middle East and especially Lebanon, the region is far behind the West in social networking usage. Not just that, in regards to businesses mixed up in tourism industry, there is much room for growth. Little investment in technology is keeping tourist businesses away from maximizing marketing opportunities distributed by social media.

The Lebanese tourism industry isn’t using social networking marketing tactics even though the advantages of accomplishing so are apparent. This presents a great problem especially because the economy is dealing with a very rough time.

Moreover, Lebanese TR businesses and businesses in Lebanon in general are not adopting social networking tools because they should. This presents an enormous problem in the waste of resources as well as significant missed opportunities as a bigger audience may be reached via social networking enabling businesses that adopt social networking marketing tools gain an improved potential for success and prosperity.

Intent behind the analysis

The fruits and benefits of social networking marketing tools usually takes significant time to come about in Lebanon if we’re ignorant of the factors which have resulted in the prevention of widespread social networking marketing adoption.

Also, provided that no study goes into the problem of effectively implementing a social media marketing campaign in the Lebanese context, many TR businesses may be lost even when they decide to adopt social networking marketing tools.

Leave a reply

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>