The impact of social media marketing in the tourism



Area Lebanon ranked 170th in the world (CIA, 2014). He is smaller than the size of Connecticut, one of the smallest states in America. Moreover, Lebanon & # 39 is one of the few democratic countries in the Middle East. As for its economy, Lebanon – it is a free market economy and has a very long tradition of the economy. In addition to its coastal location on the eastern shore of the Mediterranean & # 39; I, Lebanon is considered a central "window" to the Middle East to Europe, North Africa and the rest of the world. Because of this, its economy has experienced a very flourishing times and even once called the "Paris" in the Middle East before the 15-year bloody civil war, which ended in 1990.

In addition, although a tiny Lebanon, he is also a & # 39 is one of the most diverse countries in the world. Christians, Muslims, Druze and other minority sects spread across the small nation, and even the political system in Lebanon is based on a sectarian power-sharing.

However, this variety has played a key role in the country's problems. This diversity was a necessary condition of the interstate civil war in the country and is currently playing an important role in its political paralysis, although other factors are to blame (mostly foreign). At present, the incumbent president and the competing political parties of the country continue to act up and get in the way, rather than contribute to the development of the country.

In addition, the proximity of Lebanon to Israel made his field of foreign policy / proxy for the foreign countries, each of which used the Lebanon for their own selfish purposes.

Sad political reality of the country greatly damaged the country's economy. Moreover, since the Lebanon – economy based on services, this sector took the biggest hit.

Tourism plays a significant role in the economy. According to the Lebanese Ministry of Economy and Trade (MOET), "tourism has long been a & # 39 is one of the leading sectors of the Lebanese economy" (Unit Research Research Unit, 2010).

In addition, the World Council of Travel and Tourism estimated that travel and tourism sector in Lebanon has made more than $ 4 billion in 2013 (World Council of Travel and Tourism, 2014).

Travel and tourism sector amounted to about 10% of the economy in 2012, but this share decreased to 9% in 2013 (ibid, page 14). This is due to the political situation in the country, as well as some other factors. Moreover, the number of tourists arriving in the country from 2011 to 2013, has steadily decreased.

As the tourism industry is falling apart a few over the past few years, business opportunities for the industry are very small. The political and economic situation compress the tourist business in Lebanon. This means that these businesses have to do more to replenish the losses increase (or decrease in profits) and less money. Nothing is reported when the political and economic situation in Lebanon improves, especially since the civil war in neighboring Syria shows no sign of peace.

Lebanese retailers can adapt to the many ways in these times, such as a policy of cuts and cuts in budget and advertising budgets. If economic recession and tough times affect the business, the first thing that needs to be eliminated – are usually marketing budgets. But the more that businesses TR should do more marketing to replenish lost businesses, this may not be a good idea.

One solution to this problem – the use of social media marketing strategies, as they are few resources, making it ideal for the current economic situation in Lebanon. Social Media Marketing allows businesses to overcome obstacles TR limited budget and business contraction.

formulation of the problem

Over the past few years, the positive impact of social media on business was extremely high (Kaplan et al, 2010;. Stelzner, 2010; Treem & Leonardi, 2012, page 143;. Baker & Green, 2014).

Moreover, proponents of a particular brand of Facebook and Twitter is much more likely to recommend and purchase these brand than non-fans (Cruz & Mendelsohn, 2011). But we do not need to be convinced of the impact of social media on business by conducting research studies. For social media users, which include more than 30% of the world, this fact is known. More and more businesses are inserted into the marketing of social media tools in their marketing strategies, and in some cases even become neodymium & # 39; emnay part of an overall strategy for their business.

Naturally, it can be expected that the Lebanese companies to quickly adopt social media marketing as a key role in their overall marketing strategy, but it is not. In the Middle East and particularly in Lebanon, the region lags behind the West in the use of social media. Not only that we are talking about companies that are engaged in the tourism industry, there are many opportunities for growth. A small investment in technology reject the tourist business by maximizing marketing opportunities provided by social media.

Lebanon's tourism industry does not use tactics of social media marketing, though obvious advantages. This is a big problem, especially since the economy is going through a very difficult time.

Moreover, the Lebanese enterprises and business in Lebanon do not use social media tools as necessary. This is a big problem with the waste of resources, as well as significant missed opportunities as a wide target audience can be achieved with the help of social media, which enables businesses that use social media marketing tools to get a better chance of success and prosperity.

study goal

The fruits and benefits of social media marketing tools can take a lot of time in Lebanon, if we do not know the factors that led to the prevention of widespread adoption of social media marketing.

In addition, while not studied the question of effective implementation of marketing campaigns on social media in the Lebanese context, many companies that sell on the market, may be lost, even if you decide to take social media marketing tools.

In addition, despite the fact that in the West there are numerous studies on the effectiveness of marketing campaigns in social media, these findings may not apply to the Lebanese context. Thus, the aim of the present study with the & # 39 is also to find out the factors related to the effective implementation of social media marketing among Lebanese enterprises TP.

In the end, there is no doubt that social media marketing plays a crucial role in marketing campaigns, and even in the overall success of the business related to tourism.

Lebanese tourism companies lag far behind developed SMM investment and the use of country. Because there are many benefits of SMM, why is it so? Moreover, in order to catch up with the rest of the world, which is the most effective way to deploy the Lebanese enterprises TR SMM campaign? Thus, the aim of the research – to find the causes associated with such low investment and using SMM Lebanese business and help drive this company in the efficient use of SMM.


The purpose of this study is twofold. This study aims to clarify precisely those factors hindering the widespread adoption of social media marketing tools among Lebanese enterprises TP. Philosophy – it interpretyvizm to an inductive approach has moved from the specific to the general research strategy – ethnographic and methodology – qualitative. Deep interviews & # 39; nd used ten participants from ten different companies. Five companies had a greater "visibility" in social media, and five – not. Thus, participants' responses gave very useful information and solutions to research problems.


The results revealed that among the most important factors of a small investment and the use of SMM Lebanese enterprises in trade lie in the fact that many do not see the benefit of using SMM and therefore did not support him.

The results also provided useful information on the factors effective implementation SMM TR Lebanese companies, including the adoption of SMM from the owners / decision makers, and the importance of these people to see the benefits SMM. In addition, with the implementation of SMM challenges include negative feedback from customers and interdepartmental power struggles.

Recommendations include the transfer of the benefits SMM Lebanese business that is so important to get them to use the SMM. SMM also needs to be a plan with the agreed schedule, which defines the days to add content on social media sites, as well as comprehensive monitoring of SM comments about the business users.

In the end, it is the researchers hope that the study will shed light on important aspects of the SMM and its relation to TR Lebanese business. It is also to be hoped that the Lebanese enterprises TP will be considered recommendations.


Baker, S., & Green, H. (2014, February 20). Social media will change your business. Working week.

CIA World Factbook 2014. (2014, November 11). Total area – 2014 square kilometers countries, comparisons, rank on rank.

Cruz, B. and Mendelsohn, J.. (2011). Why social media are important for your business. Obtained from Chadwick Martin Bailey

Department of Economic Research. (2010) Tourism. Ministry of Economy and Trade Bulletin, (5)

Kaplan, Andreas M. and Michael Haenlayn. 2010. "People of the world unite! The challenges and opportunities of social media." Business Horizons 53: 59-68.

Stelzner, M. (2010). Report of social media marketing industry: how marketers are using social media to grow your business.

Treem, J.W. & Leanardi, P.M. (2012). "The use of social media in organizations: learning opportunities appear to redagavanastsi, persistence, and association."

The World Council of Travel and Tourism. (2014). Travel and tourism: economic impact in 2014, Lebanon.