The impact of social media marketing on tourism in Lebanon

Abstract

This study assesses and investigates the current marketing trends of Lebanese tourism by shedding the light on the online and offline marketing strategies adopted by Lebanese touristic companies. For this study, 10 Lebanese touristic companies were selected; five of which used online marketing, and five of which used offline marketing. contrasts the selected Lebanese touristic companies that implement social media marketing, how effective is their implementation and what problems do they face while applying SMM for a marketing campaign with those that don’t, to seek the approaches monitored by both to strive in the current Lebanese economic misfortunes. The study is conducted using a qualitative questionnaire to interview five Lebanese touristic companies that use SMM and five that use offline mkt. The most notable findings are that the company owner agreement on the proper SMM implementation can boost the company exposure and ROI (return on investment).