The Effect of Social Media as an e-Word of Mouth on the Travel Agents Marketing

Document Type : Original Article

Abstract

Social media as an E-marketing tool is very important to the tourism industry. since tourism is an information-intense industry; therefore, marketers should understand the changes in technologies and consumer behavior as well. Nowadays, tourism marketing practice directs too much attention on utilizing social media, in order to create positive image and e-word of mouth for tourism businesses. The main purpose of this study is to investigate the benefits and the Return on Investment (ROl) while using social media to market the Travel Agents. The study employed quantitative method through distributing questionnaire to Travel Agents (n=320). Chi-square was used as an analytical, statistical tool in order to measure the research results. The analysis of research results showed that social media increase trust, which takes long time to build but can disappear in few seconds. This study confirms that some of the surveyed Travel Agents (n= 182) are aware of these new marketing channels and try to find potential customers and make fruitful relations with them, but others (n= 138) didn't have any idea concerning the benefits of social media. Most of Travel Agents focused mainly on blogs, Facebook and Twitter in marketing their products and communicating with their customers. Steps for starting social media and Success factors of using social media in marketing Travel Agents are mentioned

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