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1、 See discussions, stats, and author profiles for this publication at: https:/ Significance of Social Media Marketing in Tourism Conference Paper May 2013 CITATIONS 2 READS 6,134 1 author: Charita Jashi Ivane Javakhishvili Tbilisi State University 30 PUBLICATIONS 21 CITATIONS SEE PROFILE Some of the

2、authors of this publication are also working on these related projects: Influence of Food Labeling on changing Consumer Behavior (in the context of the association of Georgia with the European Union) View project Social Marketing Interventions for Public health Health View project All content follow

3、ing this page was uploaded by Charita Jashi on 07 March 2015. The user has requested enhancement of the downloaded file. 8th Silk Road International Conference “Development of Tourism in Black and Caspian Seas Regions” Tbilisi - Batumi, GEORGIA May 24, 2013 May 26, 2013 Page | 37 Significance of Soc

4、ial Media Marketing in Tourism Charita JASHI Professor of Tbilisi State Univerity Georgia Abstract The article explores how information and communication tecnology is changing marketing of tourism. Using the social media marketing instruments for promoting tourism industry in Georgia market is obvio

5、usly incraesing. Social media marketing is the way for companies for getting close to consumers. According to the International Tourist Research Centers 88% of representatives of tourism business are actively used social media and 70 % of consumers trust of recommendation given by social networks .

6、Social media marketing can also be helpful in understanding the attitudes of customers. Tourism is one of the main priority of Georgian industry, where a number of activities were provided for supporting tourism development in the country. At the same time , the value of social media marketing in to

7、urism business is not well recognized yet. Theres lack of investigation about the impact of social media marketing on tourist behavior in the country. You can find websites and blogs on tourism, but it is rather difficult to obtain effective analytical articles on tourism in the virtual space. It is

8、 urgent to involve representatives of academic sphere , to prepare attractive materials for tourists. Social network consumer has opportunity to share opinions with million consumers about toursim destinations, service quality. Why is important to analyze the knowledge of tourist consumer behavior f

9、or promoting toursim business activity. Social media should be integrated into marketing mix and lead customers to the useful and right direction. Keyworlds: social media marketing , toursim, attitudes of customers, knowledge, service quality. Significance of Social Media Marketing in Tourism One of

10、 the most competitive fields of Service sector is tourism industry, which requires effective management of natural, financial and human resources existing in country. For developing tourism industry in any country is therefore important to provide relevant Infrastructure, improve service quality and

11、 increase of customer satisfaction. The essence of successful marketing is to provide sufficient value to gain loyal, long-term customers. There are different types of instruments in marketing, which aims to achieve of customer satisfaction and loathly. Social media is a crucial tool for success in

12、business today. People are already talking about the business using social media , companies could establish good relations directly to the customers. Use of the internet for booking tends to be higher in countries that have high internet penetration levels and usage of credit cards, especial in the

13、 USA and UK. But the highest levels, interestingly, can be found in some smaller Travel and Tourism markets such as Scandinavia (65% and higher) and Australia. Globally, different estimates suggest that more than 50% of leisure trips and 40% of business trips are booked online. By 2014, over 3 billi

14、on of the worlds adult population will be able to transact electronically via mobile or internet technology with a 90% mobile penetration rate and 6.5 billion mobile connections. (Travel and Tourism , World Travel Tourism Council in 2011) Social media refers the activities of different customers in

15、the society , gathering and sharing online information and knowledge. Marketers know that theoretically, social media should be a powerful way to generate sustainable, positive word-of-mouth marketing. It is very important that marketers select the right social media platform, design the right messa

16、ge and engage the right users to spread that message for implementing successful campaign. Tourism review team works daily with a number of collaborative media for tourism industry and attracting millions visitors from different countries. Facebook, Twitter, YouTube, Podcasts and travelshake are the

17、 best known and effective social media networks for marketing in tourism and hospitality industry. The impact and usage of social media marketing strategies are very crucial for satisfying tourist demand in the global world. The creation and accessibility of internet space has radically changed tour

18、ists motivation to plan and book trips with different destination. Companies grow their confidence and familiarity with the social web to receive all successful information from researching travel on websites CHAPTER I. Economical Tourism, Investments, Infrastructure or social networks. To access ne

19、w information technology now is very easy and this has radically altered the way in which information is created and disseminated . Accordingly, marketers have possibility to use social media to stimulate and encourage interaction of customers to facilitate developing awareness of tourists in throug

20、h the country. Picture 1. A cycle of key steps for successful social media marketing, adapted from Gretzel et al.,2000:148. One of the advantage of social media , which is particular important for small sizes business, reduces administrative costs . Social media became as an integral part of the pat

21、h leading the visitors to find exactly what they are looking for, and making the tourist destination a perfect fit. Social media integrated into marketing mix for two purposes: Social media leads visitors and customers to the right travel information; Tourist company providing personalize messages a

22、nd content directly interested segment of customers . The tourism and hospitality industry is turning to social media to engage customers in a more personal way. Almost two-thirds of travel companies plan to increase their social media marketing budgets. social media using marketing instruments for

23、business development. Increasing companies involvement in social media and statistics in this field are very impressive: Picture2: Social media in the marketing mix: budgeting for 2011 www. E Social media and Tourism industry Statistics in 2012 have highlighted increasing role of social medias: 40%

24、of online travelers visit social networking sites to influence destination selection 87% said reviews impacted hotel choice 84% said reviews impacted method of travel 78% said reviews impacted choice of dining 70% of consumers trust online recommendations while only 14% trust advertisements 50% of b

25、log readers read travel blogs 57% of travel-related website visitors read traveler- written reviews Tourists are not only differ in their motivation , but also their ability to take advantage of social media. The impacts of changing behavior of customers in tourism industry are very high and the cus

26、tomers have passing five stages of social media marketing : Inactive - customers are not involved in social nets and are passive; Spectator- customers are only observer adn sharing the idea ; Joiner customers registered in the nets , but are very passive ; Critical - active involved and sharing the

27、ideas; Creator customers are making blogs themselves . Tourism Review team has very important role to attract new visitors, which are ready to create a unique set of articles and submit them to tourism related article directories. As a result hundreds of thematic and highly relevant one-way back lin

28、ks will dramatically increase search engine rankings in the leading search engines such as Google or Yahoo and result in free targeted traffic to website of consumers. Trip Advisor enjoy the patronage of millions Page | 38 Tbilisi - Batumi, GEORGIA May 24, 2013 May 26, 2013 8th Silk Road Internation

29、al Conference “Development of Tourism in Black and Caspian Seas Regions” Tbilisi - Batumi, GEORGIA May 24, 2013 May 26, 2013 Page | 39 of users from around the globe who have helped create one of the strongest travel communities on the internet. The demographical diversity of the users is a huge adv

30、antage which has been leveraged in the past with the success of travel trends and surveys. Most of social bookmarking services support internet users to organize their bookmarks with informal tags such as tourism, travel, marketing etc. Such tags in fact promote your travel business and make it much

31、 more visible and searchable by search engines. With the continuous growth of social media, researchers must find ways to betterexplain the phenomenon and generate insights for practitioners who are keen to engage and connect with travelers within and beyond these. Patricia Brusha () says there are

32、5 distinct types of social users: the Butterfly, the Selective, the Connected, the Starter and the New Norm. This is a good start to understanding social behavior and creating your online social media travel marketing strategy. Three factors should be considered while using social media in tourism :

33、 Customer Influence Effect, which measures the influence a social media user has on other users in the network; Customer Influence Value, which helps measure the monetary gain or loss realized by a company in social marketing campaigns by accounting for an individuals influence on purchases by other

34、 customers and prospects Stickiness Index, which helps identify social media users who actively discuss the companys product or service category; 1. The most obvious way that social media has changed consumer behavior is just by giving customers a bigger voice than theyve ever had before. Tourism is

35、 one of the main priority of Georgian industry, where a number of activities were provided for supporting tourism development in the country. Travel and tourism is a market that is changing shape dramatically in recent years in Georgia. The comparison of growth rates of the world and Georgia shows t

36、hat in the last five years tourist arrivals in Georgia increased considerably faster than in the whole world At the same time , the value of social media marketing in tourism business is not well recognized yet. Theres lack of investigation about the impact of social media marketing on tourist behav

37、ior in the country. You can find websites and blogs on tourism, but it is rather difficult to obtain effective analytical articles on tourism in the virtual space. Article marketing is vital tool for promoting travel destinations, tourism businesses or travel trade events is an essential component o

38、f any long term online marketing strategy. Unfortunately theres lack of such information about Georgian tourism destinations It is urgent to involve representatives of academic sphere , to prepare comprehensive attractive materials for tourists. Social network consumer has opportunity to share opini

39、ons with million consumers about toursim destinations, service quality is rather weak . Thres limited research related how service providers percive and employ social media to influence customers decesion making process. It should be anaylyzed perceptions regarding social media to influence. Compani

40、es must address a full spectrum of consideration for developing and implementing a new media marketing strategy to promote Georgia tourism and engage travelers online via social media platforms. Undoubtedly, social media currently represent a dynamic online travel information source that can greatly

41、 influence travel consumers. We beleive that social media marketing would be strong instrument to forward tourism and hospitality industry in the country. Endnote 1. Stickiness Index this is the index of the percent of the audience that watched the show, compared to the average for all shows of that

42、 length. It is based on work done at Zenith, which showed that viewers who chose to watch more of a program were up to 40% more likely to recall the same ads than people who only watched a little of the show. So, controlling for exposure, people who watch more of a show, are more likely to remember

43、the advertising. If higher recall is important for a brand, then looking at Stickiness is important. References Leungh, D. Perceptions and Strategies of Hospitality and Tourism Practitioners on social media: An exploratory study, 2012 Gillin P. Secrets of Social Media Marketing: new influencers 2007

44、 P:25-37 Social media for Tourism, Tutorial, Version 5 Last updated September 2010, p. 2. International Journal of Tourism Research 2000,p14 www.tourismkeys.ca/blog/tag/social-marketing/Social media for Tourism, Tutorial, Version 5 Last updated September 2010, p.26.; M. McDougall, Making .Social Me

45、dia Marketing Campaign Accountable, ; John Hope-Johnstone, Secrets for Successful Social Media Marketing, 2010,p.27 Stelzner M. Social Media Marketing Industry Report, White Paper Source ,2011p. 11-12. Travel and Tourism , World Travel Tourism Council , 2012 CHAPTER I. Economical Tourism, Investment

46、s, Infrastructure Tourism Online Marketing Workshop with Ms Patricia Brusha, A Couple of Chicks E-Marketing Travel-Marketing. PhoCus Wright travel research 2010 Com, score tourism research 2010 statistics www.tourismkeys.ca/blog/tag/social-marketing/Social media for Tourism, Tutorial, Version 5 Last updated September 2010, p.26.; http:/www.tourism- tourism-industry- page659# www.independent.co.uk.www. tourismkeys.ca/blog/tag/social- marketing/. Page | 40 View publication stats Tbilisi - Batumi, GEORGIA May 24, 2013 May 26, 2013