ქართ | Eng

ISSN 2449-2396 (Print) | E ISSN 2449-2612 (Online)

JEL Classifications: M30, M31


USING SOCIAL MEDIA MARKETING FOR ATTRACTING FOREIGN TOURISTS TO GEORGIAN DESTINATIONS

Author: Nugzar Todua | Published: 2019-07-29 | Pages: 39-48

Full Text

For Citation: Todua N. (2019), Using Social Media Marketing For Attracting Foreign Tourists To Georgian Destinations, Globalization And Business, N7, pp. 39-48. (In Georgian).

Abstract

At current stage business development cannot be imagined without social networks. The customers spend more and more time in social networks and get most part of the information from them. Therefore, for the companies, the social media is a powerful tool for attraction of clients and for competition. Usingthe social media marketing is particularly popular in tourism industry. Technological changes in mass media allow immediate distribution of information in the sphere of tourism. Reasonable using of social networks in tourism requires creative marketing approaches ensuring coverage of the target audience to maximal possible extent. Sites of social media became the primary source of information for the destination management organizations. Usually the tourists trust online information and before commencement of travel they visit the forums and online reviews, as well as specialized blogs. Hence, there is a close relationship between involvement of tourists’ social network sites and change in their behavior. Technological development and globalization of media creates new opportunities providing sharing the information between tourist consumers through blogs, web sites or destination sites. The destinations need creative and powerful social media marketing strategies to attract potential visitors. Social media helps the destinations to communicate with the visitors at relatively low costs and higher effectiveness than traditional communication methods. Social media, as an instrument for stimulation is used for the purposes of interactive marketing. Though, it is notable that there is a growing number of visitors, who use social media applications, creating new challenges in entire tourism industry.

As social media plays a significant role in the activities of travel agencies, we found reasonable to find out the level of satisfaction of the foreign tourists with the activities of Georgian tourist companies in social media. Market research showed that of social media platforms, among the foreign tourists the most widespread is Facebook. 85.1% of the respondents use it. It is followed by YouTube (54.7%), Instagram (32.4%), Google+ (31.1%), Linkedin (29.9%), Twitter (27.2%) and MySpace (15.5%). 14% of the respondents use the other social networks (Pinterest, Tumblr, Flickr, Reddit, Ask.fin, Vkontakte, Odnoklassniki). Study demonstrated interest of the respondents to the information provided by the sites related to tourism, their trust and satisfaction. Analysis shows that the respondents are satisfied with the social media marketing offered by Georgian travel agencies to certain extent.

As a result of our market study we can conclude that Georgia is an attractive destination for the foreign tourists. Therefore, the number of repeated visits to Georgia increases from year to year. In making choice of Georgian travel agencies, the foreign tourists basically rely on the information in social networks and word-of-mouth marketing. Though, interest, trust and satisfaction of the foreign customers to social media marketing offered by Georgian travel companies are at the average level. Therefore, foreign tourists evaluate media marketing activities conducted by Georgian tourist companies as average and this underlines insufficient activity of Georgian tourist companies in social networks.

With the help of marketing research obtained levels of interest, reliability and satisfaction of foreign tourists in relationto social media marketing provided by Georgian destinations.On the basis of analysis of the research results statistically significant values were obtained that show influence of the activity, interest and reliability regarding to social media marketing provided by Georgian destinations on the foreign tourists’ satisfaction.In the work statistically significant value is also received reflecting the influence of the social media activity provided by Georgian destinations on buying behavior of foreign tourists’.


Keywords

GEORGIAN TOURISM MARKET, TOURIST DESTINATIONS, SOCIAL MEDIA MARKETING,FOREIGN TOURISTS, MARKETING RESEARCH


References

  1. Alhroot, J. (2014). Marketing of A Destination; A Case Study of Jordan.International Journal of Tourism Research, Vol.1, No. 2, pp.45–50.
  2. Apil, A. R., Kaynak, E., and Todua, N. (2009). Product Preference Differences of High and Low Ethnocentric Consumers in Georgia. In Proceedings of the 18th World Business Congress “Management Challenges in an Environment of Increasing Regional and Global Concerns“. International Management Development Association, pp. 531-539.
  3. Baker, M. J. and Cameron, E. (2008).Critical Success Factors in Destination Marketing. Tourism & Hospitality Research, Vol.8, No. 2, pp. 79-97.
  4. Barker, M., Barker, D., Bormann, N., and Neher, K. (2012). Social mediamarketing - A strategic approach. NV: South-Western Publishing/Cengage Learning.
  5. Benckendorff, P. and Black, N. L. (2005). Destination Marketing on the Internet: A Case Study ofAustralian Authorities. IOSR Journal of Business and Management, Vol.11, No.1, pp.11–21.
  6. Blain, C., Levy, S. E., and Ritchie, N. (2005). Destination branding; Insights and practices fromdestination management organizations. Journal of Travel Research, Vol. 43 No.4 pp. 328-338
  7. Boulin, J. L. (2008). Institutional tourism does not elude Web 2.0. Tourisme & Loisirs, Vol. 265, pp. 30–34
  8. Carr, C. T., and Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, Vol. 23, No.1, pp. 46-65.
  9. Evangelos, Chr. (2012). Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases. Abingdon: Routledge
  10. Fyall, A., Kozak, M., Andreu, L., Gnoth, J. and Lebe, S. S. (2009). Marketing innovations for sustainable destinations, Goodfellow Publishers, Oxford.
  11. Garcia, J. A., Gomez, M., and Molina, A. (2012). A destination-branding model; An empiricalanalysis based on stakeholders. Tourism Management, Vol. 33, No. 3, pp. 646–661.
  12. Hausteinova, A. (2013). Web Site Evaluation of National Destination Marketing Organization. International Journal of Contemporary Hospitality, Vol.2, No.1, pp.25–30.
  13. Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior.Journal of Consumer Behavior, Vol. 10, No. 6, pp. 356-364.
  14. https://gnta.ge/ge/
  15. https://www.geostat.ge
  16. Jalilvand, M., Samiei, N., Dini, B., and Manzari, P. (2012). Examining the structural relationships ofelectronic word of mouth, destination image, tourist attitude toward destination and travelintention; An integrated approach. Journal of Destination Marketing and Management, Vol. 1, pp. 134–143.
  17. Jashi, C., and Todua, N. (2013). Behavior Changing through of Social marketing (Georgian Case).Proceedings of third World Social Marketing Conference. Toronto (Canada). pp. 95-97.
  18. Kaplan, A. M., and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, Vol.53, pp. 59-68.
  19. Khan, M. F., and Jan, A. (2015). Social Media and Social Media Marketing: A Literature Review. IOSR Journal of Business and Management, Vol.17, No. 11, pp.12-15.
  20. Kotler, P., Haider, D. and Rein, I. (2002). Marketing places, Free press, New York.
  21. Lee, D.H. (2010). Growingpopularity of social mediaand business strategy. SERIQuarterly, Vol. 3, No. 4, pp. 112-117.
  22. Malhotra, N. (2004). Marketing Research: an Applied Orientation. 4th ed., Upper Saddle River, NJ: Prentice Hall.
  23. Mghebrishvili, B., and Urotadze, E. (2016). Functions of Retailing. In Proceedings of 23rd International Academic Conference, Venice, Italy, pp. 356-360.
  24. Minazzi, R. (2015). Social Media Marketing in Tourism and Hospitality.Springer International Publishing, New York.
  25. Mutinda, R. (2013). Perspectives of Hotel Investors on Kenya’s Competitiveness as a TourismInvestment Destination. Journal of Hospitality and Management, Vol.2, No. 4, pp.25–30.
  26. Nguyen, P. (2014). Joint Destination Marketing in the South Central Coast Region of Vietnam. Journal of Tourism, Vol.1, No. 1, pp.74–80.
  27. Papadimitriou, D., Apostolopoulou, A., and Kaplanidou, K. (2013). Destination personality, affectiveimage, and behavioral intentions in domestic urban tourism. Journal of Travel Research,Vol. 54, No. 3, pp. 1–14.
  28. Pike S. (2008).Destination marketing: An integrated marketing communication approach. Elsevier, Oxford.
  29. Pike, S. and Page, S. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, Vol. 41, No. 1, pp.202-227.
  30. Pike, S., and Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive,affective, and conative perceptions. Journal of Travel Research, Vol. 42, No. 2, pp. 333–342.
  31. Safko, Lon. (2010). The social media bible: Tactics, tools, and strategies for business success. John Wiley & Sons.
  32. Schaefer, M. W. (2014). Social Media Explained: Untangling the World›s Most Misunderstood Business Trend. Mark W. Schaefer, PU.
  33. Schmalleger, D., and Carson, D. (2008). Blogs in tourism: Changing approaches to information exchange.Journal of Vacation Marketing, Vol. 14, No. 2, pp. 99-110.
  34. Seturi, M., and Urotadze, E. (2017). About Marketing Process Model and Relationship Marketing. In Proceedings of International Workshop „Model-Based Governance for Smart Organizational Future“, Sapienza University of Rome, Italy, pp. 169-171.
  35. Sweeney, S., and Craig, R. (2011). Social Media for Business: 101 Ways to Grow Your Business Without Wasting Your Time.Maximum Press, Toronto.
  36. Todua, N. (2017). Influence of Food Labeling Awereness on healthy behavior of Georgian Consumers. Ecoforum Journal, 6(2).
  37. Todua, N. (2017). Social Media Marketing for Promoting Tourism Industry in Georgia. In Proceedings of 22nd International Conference on Corporate and Marketing Communications: Challenges of Marketing Communications in a Globalized World. Zaragoza, Spain, pp. 168-171.
  38. Todua, N. (2012). Marketing Research of Consumer Behavior in Georgian Market.Publishing House Universal, Tbilisi.
  39. Todua, N., and Gogitidze, T. (2017). Marketing Research of Attitudes Towards Genetically Modified Crops by Georgian Farmers. Annals of Constantin Brancusi University of Targu-Jiu. Economy Series. Issue 1, pp. 69-76.
  40. Todua, N., and Dotchviri, T. (2015). Anova in Marketing Research of Consumer Behavior of Different Categories in Georgian Market. Annals of Constantin Brancusi University of Targu-Jiu. Economy Series, Issue 1, pp. 183-190.
  41. Todua, N., and Dotchviri, T. (2015). On the Marketing Research of consumer prices and inflation process. British Journal of Marketing Studies. Vol. 3, No. 2, pp.48-57.
  42. Todua, N., and Jashi, Ch. (2015). Some Aspects of Social Media Marketing (Georgian Case).International Journal of Social, Behavioral, Educational, Economic and Management Engineering, Vol.9, No. 4, pp. 1160-1163.
  43. Todua, N., and Jashi, Ch. (2016). Main Aspects of Service Quality in the Hotel Industry of Georgia. In Proceedings of 4th International Conference on Contemporary Marketing Issues (ICCMI). Heraklion, Greece, pp. 431-435.
  44. Todua, N., Babilua, P., and Dochviri, T. (2013). On the Multiple Linear Regression in Marketing Research. Bulletin of the Georgian National Academy of Sciences, Vol. 7, No. 3, pp. 135-139.
  45. Todua, N., Gogitidze, T., and Phutkaradze, J. (2015). Georgian consumer attitudes towards genetically modified products. International Journal of Management and Economics, Vol. 46, No. 1, pp. 120-136.
  46. Todua, N., Gogitidze, T., and Phutkaradze, B. (2017). Georgian Farmers Attitudes towards Genetically Modified Crops. Economics World, Vol. 5, No. 4, pp. 362-369.
  47. Todua, N., Mghebrishvili, B., and Urotadze, E. (2016). Main aspects of formation of legal environment on the Georgian food market. In Proceedings of International Scientific-Practical Conference “Challenges of Globalization in Economics and Business”. Universal, Tbilisi, pp. 250-256.
  48. Usakli, A., and Baloglu, S. (2011). Brand personality of tourist destination; An application of selfcongruitytheory. Tourism Management, Vol. 32, pp. 114–127.
  49. Wanjala, J. (2015). Cultural Factors Influencing Consumer Choice for Holiday Destination AmongLocal Tourists in Kenya. Journal of Hospitality and Tourism Research, Vol.2, No. 3, pp.17–24.
  50. WTO. (2007).A practical guide to tourism destination management. World Tourism Organization, Madrid.
  51. Zarella, D. (2013). The Science of Marketing: When to Tweet, What to Post, How to Blog, and Other Proven Strategies.Hoboken: John Wiley & Songs Inc.
  52. Zeng, B. , and Geristen, R. (2014). What do We know about Social media in Tourism. Tourism Management Perspectives.Vol.10, pp. 27-36.

Globalization & Business European University European University European University mes.gov.ge erih plus mes.gov.ge EBSCO index copernicus Google Scholar Crossref Open Academic Journals Index Scientific Indexing Services International Scientific Indexing Daugavpils University