The Impact of Social Media Marketing on Tourism

Introduction

Lebanon’s area is ranked 170th on the planet (CIA, 2014). It’s smaller than how big is Connecticut, one of the smallest states in in America. Moreover, Lebanon is one of the few democratic countries in the Middle East region. Regarding its economy, Lebanon is just a free market economy and has a lengthy tradition of laissez-faire economics. In addition to 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 experienced some very prosperous times and was even once called the’Paris’of the Middle East prior to the nation’s 15 year-long bloody civil war which ended in 1990.

Also, although Lebanon is tiny, it can be one of the very most diverse nations in the world. Christians, Muslims, Druze, and other minority sects are spread throughout the small nation and even Lebanon’s political system is based 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 an essential role in its political paralysis, although other factors (mainly foreign) are to blame as well. There’s 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 a unique 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 specific sector has brought the biggest hit.

Tourism plays an important role in the nation’s economy. In line with 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 kingdom as well as some other factors. Moreover, how many tourist arrivals in the united kingdom kept decreasing from 2011 to 2013.

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

There are numerous techniques Lebanese TR businesses can adapt during these times such as for instance 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 generally marketing budgets. But especially since TR businesses should do more marketing to replace lost businesses, this might not be a great idea.

One means to fix this dilemma is always to take advantage of Social Media Marketing strategies since they cost little to no resources, great 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 aftereffect of social media 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 more prone to recommend and buy from these brands than non-fans (Cruz & Mendelsohn, 2011). But, we don’t need to ensure of social media’s impact on business through research studies. For social media users, which include over 30% of the entire world, this truth is known. More and more businesses are inserting Social Media marketing tools within their marketing strategies and, in some instances, have even become an important part of the overall business strategy.

Naturally, you might expect that Lebanese businesses would quickly adopt Social Media Marketing as a key role in their overall marketing strategies but this is simply not the case. When it comes to the Middle East and especially Lebanon, the region is far behind the West in social media 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 written by social media.

The Lebanese tourism industry isn’t using social media marketing tactics even although the advantages to do so are apparent. This presents a great problem especially since the economy is dealing with a very rough time.

Moreover, Lebanese TR businesses and businesses in Lebanon generally speaking are not adopting social media tools as they should. This presents a huge problem in the waste of resources as well as significant missed opportunities as a more substantial target market can be reached via social media enabling businesses that adopt social media marketing tools gain a better possibility of success and prosperity.

Purpose of the study

The fruits and advantages of social media marketing tools will take significant time to come about in Lebanon if we’re ignorant of the factors that have generated the prevention of widespread social media marketing adoption.

Also, provided that no study switches into the issue of effectively implementing a social media marketing campaign in the Lebanese context, many TR businesses might be lost even when they choose to adopt social media marketing tools.

Business

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