The Impact of Social Media Marketing on Tourism


The Lebanon region is the 170th in the world (CIA, 2014). It’s smaller than the size of Connecticut, one of the smallest states in the United States. In addition, Lebanon is one of the few democracies in the Middle East. As far as its economy is concerned, Lebanon is a free market economy and has a long tradition of laissez-faire economy. Lebanon is considered the Middle East’s central gateway to Europe, North Africa and the rest of the world, in addition to the coastline located in the eastern Mediterranean. As a result, the economy experienced great prosperity and was once called Paris in the Middle East before the bloody 15-year civil war that ended in 1990.
Lebanon is small, but it is also one of the most diverse countries in the world. Christians, Muslims, Druze and other minority denominations are spread over small countries, and even the Lebanese political system is based on the power of shared denominations.
But this diversity has played a fundamental role in national affairs. This diversity is a necessary condition for a country’s denominational civil war and currently plays an important role in its political paralysis, but it is also due to other factors (especially foreign countries). Currently, there is no deputy president, and domestic rival parties continue to discuss and prevent the country’s development rather than promote it. Visit:-
Due to its proximity to Israel, Lebanon is a forum for foreign policy / power struggle for foreign countries, each using Lebanon for its own selfish purposes.
The sad political reality of the country has had a serious impact on the country’s economy. Since Lebanon is a service-based economy, this particular sector has also been hit hardest.
Tourism plays an important role in the country’s economy. According to the Ministry of Economy and Trade of Lebanon (MUST), “Tourism has long been one of Lebanon’s most important economic sectors” (Economic Research Unit, 2010).
In addition, the World Travel and Tourism Council estimates that the Lebanese travel and tourism sector contributed more than $ 4 billion in 2013 (World Travel and Tourism Council, 2014).
In 2012, the travel and tourism sector accounted for about 10% of the economy, but in 2013 its share dropped to 9% (ibid., P.14). This is due to the political situation in the country and other factors. In addition, the number of tourists visiting the country declined between 2011 and 2013.
The tourism industry has suffered slightly over the past few years, so the margin of error for companies in this industry is very small. Political and economic conditions are putting pressure on tourism-related companies (TR) in Lebanon. This means that these companies are forced to do more to make up for their increased losses (or decreased profits) with less resources. It is unclear when Lebanon’s political and economic situation will improve, especially as the civil war in neighboring Syria is showing no signs of waning. There are many ways TR Lebanese companies can adapt during these times. For example, implement policy restrictions or reduce marketing and advertising budgets. When a recession and hardship hits a business, the first thing to cut is often the marketing budget. However, this may not be a good idea, especially as the TR business needs more marketing to make up for the lost business.
The solution to this problem is to utilize a social media marketing strategy that costs little or no resources. This is ideal for Lebanon’s current economic situation. Social media marketing enables TR businesses to overcome limited budgets and declining business obstacles. Problem statement

In recent years, the positive impact of social networks on businesses has been enormous (Kaplan et al., 2010; Stelzner, 2010; Treem & Leonardi, 2012, p. 143; Baker & Green, 2014).
In addition, fans of certain brands of Facebook and Twitter are more likely to recommend and buy these brands than non-fans (Cruz & Mendelsohn, 2011). However, there is no need to identify the impact of social media on your business through research. This fact is well known to users of social networks, including more than 30% of the world. More and more companies are putting social media marketing tools into their marketing strategies, and in some cases they are even an integral part of their overall business strategy.
Obviously, you would expect Lebanese companies to quickly adopt social media marketing as an important role in their overall marketing strategy, but that’s not the case. As for the Middle East, especially Lebanon, the region lags far behind the West in using social media. Not only that, there is plenty of room for growth when it comes to businesses related to the tourism industry. Due to the low investment in technology, tourism cannot maximize the marketing opportunities offered by social media. NS

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