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Title:
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THE CHALLENGES OF IMPLEMENTING SOCIAL MEDIA MARKETING IN THE TOURISM INDUSTRY: A SYSTEMATIC REVIEW |
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Author(s):
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Nawal Nasser Al-Haidari, Salah Kabanda and Maryam Meshari Almukhaylid |
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ISBN:
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978-989-8704-26-9 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2021 |
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Edition:
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Single |
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Keywords:
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Social Media, Web 2.0, Tourism, Hospitality, Marketing |
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Type:
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Full |
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First Page:
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3 |
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Last Page:
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14 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Tourists consider social media platforms invaluable tools for travel planning. Social media serves as a major resource that
provides consumers with useful information when organizing holidays, and that helps tourism businesses to deliver content
for commercial marketing purpose. Tourism SMEs (Small and Medium Entrepreneurs) face challenges that inhibit the
growth of implementing social media for marketing purposes. This paper, which is based on a systematic literature review
of 181 academic journals, identifies the key challenges that hinder SMEs in the implementation of social media marketing
in their business. This study reviews and analyses all extant social media-related research articles published in academic
journals during 2010 to 2020, mainly in tourism, hospitality fields. Research findings thoroughly demonstrate the key
challenges of implementing social media for marketing in the tourism industry. There are two main challenges that SMEs
experience. The first category is organisational challenges, which include an uncertain return on investment and a lack of
credibility and reliability as an information source, lack of technological knowledge, issues around social media presence,
time constrains, and the failure to define marketing objectives. The second category is environmental challenges, which
include empowered tourism consumers, competitive business environments, and the fear of negative comments. |
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