Impact of Social Media Marketing on tourism and other businesses: Let’s travel the world on Social Media!

Before there were computers, trips were planned through a travel agent and one would stay where the travel agent would book accommodations. We trusted travel agent to make our trip memorable. Today we trust the Virtual Word of mouth (VWOM) instead of travel agents. We find information we need sitting at home, online by looking at Yelp, travel blogs, or just a simple internet search. No appointments with the travel agency or having to step out of your house. Over the years, social media has changed how we communicate, shop, get information and operate our daily lives. In today’s technology savvy world planning ones next trip is no different. The tourism industry is taking full advantage of virtually marketing to consumers. How many times have you opened up your internet browser and have seen banner ads for hotels.com, TripAdvisor, Priceline, Kayak and many others without even browsing on any of these websites? I’m pretty sure the answer is more than 50% of the time. So how has social media impacted the way tourism is advertised and marketed to consumers?

“There are five ways that social media has changed tourism marketing forever which are travel research, Facebook recommendations, destination discovery via social sharing, and the perfect customer service platform.” (Rodriguez, (no date); Carnoy, 2017) If you’re a travel agent and want to boom business then it is important that you have social media accounts and an online presence. Your business transactions will not survive if you do not create an online presence for your business. Social media has reshaped how many other businesses operate including hotels, car rentals, and retail. Many major airlines have significantly dropped their tickets prices due to online competition. Consumers are able to travel to their destinations without having to pay an arm and a leg for airline tickets. Social media has impacted the way we travel, how we travel, and the destinations that we travel to. (Hudson &Thal, 2013) Business have adapted their marketing and advertising strategy to social media trends. Other such industries include hotels, car rentals and even retail stores.

One example of retail is IKEA, in 2014 they were the first business in the world to use Instagram to build their website and created an online presence. (Akhtar, 2014) How clever is that? It saves money and brings in business. They were able to show case their new PS furniture collection on their Instagram page. (Akhtar, 2014) How else do you think social media has impacted tourism?

The image below has been retrieved from MDG Advertising (2018), and explains the impact of social media on tourism.

1. What other industries do you think social media has changed when it comes to advertising and marketing products? Is the change a good change or a bad change?
2. Do you think it is better to use social media to plan your trip or go the traditional route and speak to a travel agent? Should travel companies use social media only to market and advertise their business? Why is either a good idea or bad idea?
3. In 2014 Ikea was in the news for making their website on Instagram. How do you feel about shopping on Instagram instead of the company’s actual website? Is this a better way to communicate with your customers? Would you make purchases through a social media store website rather than a traditional online website?
4. What are your thoughts about the way social media has changed the way we travel into today’s digital world?
5. How likely are you to get travel tips through blog posts, Yelp and other social media platforms for your next travel destination?

References:

Akhtar, O. (2014). Ikea creates a website within instagram for its latest furniture collection. DMN.com. Retrieved from https://www.dmnews.com/channel-marketing/social/news/13057226/ikea-creates-a-website-within-instagram-for-its-latest-furniture-collection

Carnoy, J. (2017). 5 ways social media has transformed tourism marketing. Entrepreneur.Retrieved from https://www.entrepreneur.com/article/286408

Hudson, S. & Thal, K. (2013). The impact of social media on the consumer decision process: implications for tourism marketing. Journal Article.vol.30 (1-2), p.156-160 Retrieved from https://www-tandfonline-com.libproxy1.usc.edu/doi/pdf/10.1080/10548408.2013.751276?needAccess=true

MDG Advertising (2018). Vacationing the social media way. MDG Advertising. Retrieved from https://www.mdgadvertising.com/marketing-insights/infographics/vacationing-the-social-media-way-infographic/

Rodriguez, V. (No Date). Social media and tourism marketing: a match made in digital heaven. UHURUnetworks.com Retrieved from https://uhurunetwork.com/social-media-and-tourism-marketing/