Social media marketing

The Outcome of Social Internet Marketing on Tourism


Lebanon’s area is rated 170th on the planet (CIA, 2014). It’s smaller sized than how big Connecticut, among the tiniest states in in the usa. Furthermore, Lebanon is among the couple of democratic countries in the centre East region. Regarding its economy, Lebanon is really a free market economy and it has a really lengthy tradition of laissez-faire financial aspects. Additionally to the seaside location around the Eastern Mediterranean coast, Lebanon is recognized as the central ‘window’ from the Middle East to Europe, North Africa, and all of those other world. Due to this, its economy went through some very prosperous occasions and it was even once known as the ‘Paris’ from the Middle East prior to the nation’s 15 year-lengthy bloody civil war which led to 1990.

Also, although Lebanon is small, it’s also probably the most diverse nations on the planet. Christians, Muslims, Druze, along with other minority sects are dispersed all around the small nation as well as Lebanon’s political system is dependant on sectarian power discussing.

However, this diversity had performed a pivotal role within the nation’s problems. This diversity would be a necessary condition from the country’s sectarian civil war and presently plays a huge role in the political paralysis, although additional factors (mainly foreign) will be to blame too. There’s presently no acting President and also the country’s rival political parties keep bickering and stopping instead of facilitating the nation’s development.

In addition, Lebanon’s closeness to Israel makes it an overseas policy/proxy battleground for foreign nations, each using Lebanon because of its own selfish ends.

The sad political realities of the nation have considerably hurt the nation’s economy. Also, since Lebanon is really a service-based economy, this specific sector has had the biggest hit.

Tourism plays a substantial role within the nation’s economy. Based on the Lebanese Secretary of state for Economy & Trade (MOET), “Tourism has lengthy been certainly one of Lebanon’s leading economic sectors” (Economic Research Unit, 2010).

In addition, The Planet Travel & Tourism Council believed the travel & tourism sector in Lebanon contributed over $4 billion dollars in 2013 (World Travel & Tourism Council, 2014).

The travel & tourism sector composed about 10% from the economy this year however that share dropped to 9% in 2013 (ibid, p. 14). It’s because the political situation in the united states plus some additional factors. Furthermore, the amount of tourist arrivals in the united states stored decreasing from 2011 to 2013.

Because the tourism industry continues to be somewhat floundering previously couple of years, the area for error becomes really small for companies within this industry. The political & economic the situation is squeezing tourist-related (TR) companies in Lebanon. Which means that these companies have to do more to compensate for growing losses (or decreasing profits) with less sources. There’s no telling once the political & economy in Lebanon will improve especially because the civil war in neighboring Syria shows no indications of abating.

There are lots of ways in which Lebanese TR companies can adapt over these occasions for example applying downsizing policies and reducing marketing & advertising budgets. When economic recessions and hard occasions affect companies, the very first items to get eliminated are often marketing budgets. But especially since TR companies have to do more marketing to compensate for lost companies, it isn’t really advisable.

One fix for your problem is to benefit from Social Internet Marketing strategies given that they cost virtually no sources, ideal for the present economy in Lebanon. Social internet marketing enables TR companies to beat obstacles of limited budgets and decreased business.

Problem Statement

In the past couple of years, the positive aftereffect of social networking on business continues to be very high (Kaplan et al., 2010 Stelzner, 2010 Treem & Leonardi, 2012, p. 143 Baker & Eco-friendly, 2014).

Furthermore, Twitter and facebook fans of the specific brand are more likely to recommend and purchase from all of these brands than non-fans (Cruz & Mendelsohn, 2011). But, we don’t have to make certain of social media’s effect on business through good research studies. For social networking users, including over 30% around the globe, this truth is known. Increasingly more companies are inserting Social internet marketing tools to their marketing strategies and, in some instances, have become a fundamental element of their overall business strategy.

Naturally, you might expect that Lebanese companies would rapidly adopt Social Internet Marketing like a key role within their overall marketing strategies but this isn’t the situation. With regards to the center East and particularly Lebanon, the location is way behind free airline in social networking usage. Not just that, with regards to companies active in the tourism industry, there’s much room for growth. Little purchase of technologies are keeping tourist companies from maximizing marketing possibilities provided by social networking.

The Lebanese tourism market is not benefiting from social internet marketing tactics although the advantages of doing this are apparent. This presents an excellent problem especially because the economy goes via a very rough time.

Furthermore, Lebanese TR companies and companies in Lebanon generally aren’t adopting social networking tools because they should. This presents a massive problem within the waste of sources in addition to significant missed possibilities like a bigger audience could be arrived at via social networking enabling companies that adopt social internet marketing tools gain an improved chance of success and success.

Reason for the research

The fruits and benefits of social internet marketing tools might take significant time about in Lebanon as unaware of the standards which have brought to preventing prevalent social internet marketing adoption.

Also, as lengthy as no study adopts the problem of effectively applying a social internet marketing campaign within the Lebanese context, many TR companies might be lost even when they choose to adopt social internet marketing tools.

Furthermore, despite the fact that there has been many studies in the western world about effectively applying social internet marketing campaigns, the outcomes of those studies might or might not affect the Lebanese context. Therefore, it’s also the objective of this research to discover individuals factors associated with effectively applying social internet marketing among Lebanese TR companies.

In the finish, there’s without doubt that social internet marketing plays an very natural part within the marketing campaigns as well as the general success of tourism-related companies.

Lebanese Tourist-Related (TR) companies fall far behind the planet in investing and taking advantage of SMM. Because there are benefits of SMM, how can this be? Also, to trap as much as all of those other world, what’s the best way for Lebanese TR companies to deploy an SMM campaign? So, it had been the study’s purpose to locate reasons associated with such low investment & utilization of SMM by Lebanese TR companies and also to help guide to these companies in effectively using SMM.


The objective of this research is twofold. This research aims to discover precisely what individuals factors are which are stopping the prevalent adoption of social internet marketing tools among Lebanese TR companies. The philosophy used is interpretivism, to have an inductive method of move from specific to general research, the process is ethnographic, and also the methodology is qualitative. In-depth interviews are utilized with ten participants from ten different companies. Five companies had high social networking ‘visibility’ and yet another five did not. So, the participants’ solutions provided very helpful information and solutions for that research problem.


The outcomes discovered that one of the most relevant factors of little SMM investment & use by Lebanese TR companies are that lots of aren’t seeing advantages to using SMM and thus don’t support it.

The outcomes also provided helpful info on factors for effectively applying SMM by Lebanese TR companies such as the acceptance of SMM by possession/decision-makers and the significance of these folks in seeing the advantages of SMM. Also, issues with applying SMM include negative customer comments and inter-departmental power struggles.

Recommendations include communicating the advantages of SMM to Lebanese TR companies that is of these high importance to encourage them to use SMM. There ought to be an SMM plan having a consistent schedule outlining the times to include happy to social networking sites in addition to comprehensive monitoring of SM user comments concerning the business.