The role of social media marketing in tourism

Todua, Nugzar (2017) The role of social media marketing in tourism. In: 6th International Scientific-PracticalConference „Tourism: Economics and Business“, June 10-11, 2017, Batumi. Universal, Tbilisi, pp. 91-95. ISBN 978-9941-26-025-4

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Abstract

This study envisages the role of social media marketing strategies for the tourism development in Georgia. Research has been demonstrated, how social media increase marketing destinations and engage the customer and determine the different tools of social media in tourism development. The findings of the survey show, that tourist customers generally trust online information and before planning a trip they visit forums and online reviews, as well as specialized blogs. The majority of the respondents considers, that they rely on social networking sites to discover and learn about new travel destinations and to make decisions when planning the trips. Very few respondents argue, that there is a strong interrelation between social media site`s involvement and change customer`s behaviors. Online reviews on travel and booking sites have become increasingly popular sources of information for trip planning. From the point of some travel agencies it is important to measure social media impact of customer satisfaction, through every social channel responding effectively and consistently. The survey demonstrates many barriers hindering the destination marketing development: high price of tourist products, lack of professional skills working in the tourist sector and the absence of social media monitoring to identify customer satisfaction. It should be noted there`s a lack of understanding of social media platforms and usage related tourism , especially in developing countries, like Georgia. Study approves, that there is a strong need for further investigation, to foster better relationships with the customers by creating effective social media marketing platforms. The study reveals, that social media marketing activity of travel agencies increases consumer's interest and reliability which leads to customer satisfaction. The result approves, that social media marketing impact on consumer’s satisfaction.

Item Type: Book Section
Uncontrolled Keywords: social media marketing, tourism, Georgia, marketing research
Subjects: General Works
Divisions: Ivane Javakhishvili Tbilisi State University > Faculty of Economic and Business
Depositing User: თამარ ბაგრატიონი
Date Deposited: 23 May 2018 12:02
Last Modified: 23 May 2018 12:02
URI: http://eprints.tsu.ge/id/eprint/808

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