International tourism Assessment —WJ

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    Other
  • Document type:
    Assignment
  • Level:
    Undergraduate
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4SOCIAL MEDIA USAGE IN THE TOURISM SECTOR

Social Media Usage in the Tourism Sector

Social Media Usage in the Tourism Sector

The tourism business is one of the most competitive areas in any country, and it requires efficient management of human, financial and natural resources present in the country. Tourism develops in a country where there are relevant infrastructure and proper service quality that ensures customer satisfaction. Many instruments are used in travel industry for marketing purposes so as to achieve the objectives such as customer satisfaction, and social media is one of such instruments. However, the use of social media has several pros and cons when it is utilized in the tourism sector.

Pros of Social Media in Tourism Sector

Social media contains hundreds of million users from all over the world, and it allows news, opinions, and all experiences of people to be shared on a vast scale. Therefore, the tourism sector is a place where everything is based on experiences and it is requires the organizers to be really in touch with the social media and also properly managed by the organization to ensure success. Social media is significantly changing the way the tourists and the travelers search, trust, read and collaboratively reproduce data about the tourism supplies and all the travel destinations that they visit. In this regard, the social media enable the tourists to take part in all the business functions and operations. Accordingly, tourists and travelers become the co- consumers, Co- producers, co- marketers and co- designers of the travel experiences. This implies that as the tourists use the social media, they share and co- produce large amounts of data and knowledge as the user generated content and social intelligence.

Furthermore, social media usage in the tourism sector is important in checking on the competitors. Since travel industry is a very competitive field, it is best to check and keep an eye on the where about of the competitors ad have a look at exactly what the competitors do. Social media platform provides a good platform for doing this because keeping an eye on the competitors is an excellent way of checking at what they are doing so that to improve on the service delivery. Furthermore, social media platforms provide an excellent place where the marketer can interact with the audience or the customers. This is because social media is a place where people interact through asking questions, responding to the comments posted on the walls which adds value to the followers thus creating engaging and interaction environment where loyal and potential customers come. For instance, tourism business that is promoting a destination can locate people who have just arrived after visiting a destination. This provides an excellent chance to build the relationship and brand affinity further with the users because of interacting with the people who are still on the vacation mode.

Cons of Social Media in Tourism Sector

However, social media usage has several shortcomings on the tourism sector. Social media platforms have been known to contain malware that may expose the company’s database at risk of being attacked due to the social media usage. This malware have long lasting effects on the computer systems of the companies as well as the database and at times, the viruses just destroy the whole system in cases where there is no proper anti- virus for the same. Such malware or software that gets into the computer systems of the companies can create entry points into the network of the company resulting in a possible security breach and introduce the viruses that corrupt the company files. Furthermore, the use of social media in the tourism sector increases the works of the managers who are required to patrol all of the time to make sure that the employees do not post detrimental things that can alter the image of the company. Besides, the employees may also lose valuable work while checking friend’s updates, playing games and updating their profiles because of the addictive nature of the social media.

Blogs and the Tourism Sector

Blogs are also reinventing travel communication in many ways. To begin with, the blogs provides easy and affordable means for the travel businesses to use the latest market tools. This is because the blogs create a customer community where the clients and other people can share ideas and ask questions about the services offered about the tourism sector, the destination and so much more. This turns the blog into ma social media platform where the customers can share their experiences at their most convenient time regardless of their location, and this helps on making communication very cost effective using such blogs. Furthermore, blogs provide a platform that can be used to reach out new customers and also engage with the existing clients. This is because blogs allow sharing of ideas where the existing customers can share their experiences and as a result the new visitors can read such comments and then develop the interest of visiting the destination.

Similarly, the use of blogs in the tourism sector creates a link between the travelers who need more of the recommendations and stories. In this regard, the tourists intending to make a visit to destinations that are given a chance by the such blogs, reads good stories about the experiences of other people who visited that particular destination because most tourists requires recommendations to visit a specific place so as to be sure that they will spend their time well while on vacation. Therefore, this helps in keeping several tourists destination at the top of others that lack any recommendations.