The Impact of Social Media Marketing on Tourism

Introduction

Lebanon’s area is ranked 170th in the world (CIA, 2014). It’s 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 just a free market economy and features a very long tradition of laissez-faire economics. In addition to its coastal location on the Eastern Mediterranean coast, Lebanon is known as whilst the central’window’of the Middle East to Europe, North Africa, and the remaining world. Because of this, its economy has gone through some very prosperous times and was even once called the’Paris’of the Middle East before the nation’s 15 year-long bloody civil war which ended in 1990.

Also, although Lebanon is tiny, it can also be 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 a required condition of the country’s sectarian civil war and currently plays a significant role in its political paralysis, although other factors (mainly foreign) are the culprit as well. smm panel There is currently no acting President and the country’s rival political parties keep bickering and preventing rather than facilitating the country’s development.

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

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

Tourism plays a significant role in the nation’s economy. Based on the Lebanese Ministry of Economy & Trade (MOET), “Tourism has always been 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 made up about 10% of the economy in 2012 but that share dropped to 9% in 2013 (ibid, p. 14). That is due to the political situation in the united states along with some other factors. Moreover, how many tourist arrivals in the united states kept decreasing from 2011 to 2013.

Since the tourism industry has been somewhat floundering in recent years, the space for error becomes tiny for businesses in this industry. The political & economic situations are squeezing tourist-related (TR) businesses in Lebanon. Which means that these businesses are forced to complete more to replace increasing losses (or decreasing profits) and with fewer resources. There is no telling when 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 instance implementing downsizing policies and cutting back on marketing & advertising budgets. When economic recessions and tough times affect businesses, the initial things to have eliminated are generally marketing budgets. But especially since TR businesses need to do more marketing to replace lost businesses, this may not be an excellent idea.

One means to fix this issue is to make the most of Social Media Marketing strategies given that they cost little to no resources, ideal for the present economic situation in Lebanon. Social networking marketing allows TR businesses to overcome obstacles of limited budgets and decreased business.

Problem Statement

During recent years, the positive effectation of social media marketing 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 particular brand are much prone to recommend and buy from these brands than non-fans (Cruz & Mendelsohn, 2011). But, we don’t need to be sure of social media’s impact on business through research studies. For social media marketing users, which include over 30% of the world, this simple truth is known. More and more businesses are inserting Social Media marketing tools to their marketing strategies and, sometimes, have even become an intrinsic part of these overall business strategy.

Naturally, one would expect that Lebanese businesses would quickly adopt Social Media Marketing as a key role inside their overall marketing strategies but this is simply not the case. As it pertains to the Middle East and especially Lebanon, the region is far behind the West in social media marketing usage. Not just that, when it comes to businesses active in the tourism industry, there’s much room for growth. Little investment in technology is keeping tourist businesses far from maximizing marketing opportunities given by social media.

The Lebanese tourism industry is not taking advantage of social media marketing tactics even although the advantages of doing so might be apparent. This presents a good problem especially because the economy is going through a very rough time.

Moreover, Lebanese TR businesses and businesses in Lebanon generally speaking aren’t adopting social media marketing tools while they should. This presents a massive problem in the waste of resources along with significant missed opportunities as a larger market can be reached via social media marketing enabling businesses that adopt social media marketing tools gain a better potential for success and prosperity.

Intent behind the analysis

The fruits and features of social media marketing tools may take significant time in the future about in Lebanon if we’re ignorant of the factors which have resulted in the prevention of widespread social media marketing adoption.

Also, as long as no study goes into the matter of effectively implementing a social media marketing campaign in the Lebanese context, many TR businesses might be lost even when they decide to adopt social media 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>