Assessment of The Value of Social Media for Tourism - Essay Example

SOCIAL MEDIA ON TOURISM CRITICAL ASSESSMENT OF THE VALUE OF SOCIAL MEDIA FOR TOURISM Insert Name Insert Grade Course Insert Tutor’s Name March 2nd, 2011 Paper outline Introduction Demand perspective in tourism Supply perspective in tourism Social media that impact on tourism Value of social media on tourism Conclusion Critical assessment of the value of social media for tourism Introduction The recent years have seen social media play a very significant role in the development of the tourism industry. Social media entails the utilization of communication devices in the promotion of a particular industry or product with an intention of reaching target customers. The tourism industry has a role of entertaining visitors from other nations into host nations, whose visiting aims include; adventure, new discoveries etc. The modern technological advancements have rendered the implementation of new and reliable media devices, some of which can be utilized through the integrated marketing communication strategies (Lane, 2008). Thus, the decision for the tourism industry embarking on the use of the advanced media has positively impacted on the industry. The social media enhances performance and productivity in the business sector. It also ensures ease in handling organizational work schedules. The utilization of modern systems in the media sector, for instance the integrated marketing communications has also enabled organizations to cut down advertising and promotion costs. Two perspectives are evident in the tourism sectors that act as strategic drivers. Thus, communal media is of great value to the tourism industry (McDougall, 2009). The discussion in this paper aims at critically analyzing the value that the tourism industry attaches to social media. Additionally, it is crucial to look into demand and supply organizational perspectives, as key drivers to the utilization of social media. It is also important to find out what impacts the social media has on tourism. Demand perspective in tourism The continuity of an organization is duly characterized by the level of demand for their products or services by their customers. Demand in the tourism industry describes the number of people that travel to other places other than their work or resident places as well as those wishing to travel. Travelling and utilization of facilities that are specifically installed for the main role of tourist attractions is a main characteristic of a tourist. The demand perspective plays a pivotal role in the industry, since customers are the main target, even at the inception of a tourist sector. In the modern world, demand for tourism has risen drastically, owing to the fact that dynamic changes are increasingly taking place. People like travelling for adventure, making new discoveries as well as new pals. In the selection of their destination countries, the tourists make strategic decisions depending on their touring needs. It is therefore important that the tourist industries ensure that they implement a variety of facilities that would enhance supplier-customer relationships (Newton, 2010). On the other hand, Demand for tourism is controlled by a number of factors that are deemed crucial. First, income acts as a long term influential factor in the tourism industry. As many as wish to become tourists in foreign places, their incomes dictate their travel places. The economic status of tourist destinations is key instruments in determining the expected demand for tourism. Most are tourists who anticipate travelling to places where economic change is taking place and at the same time, change is appropriately managed. Recent research findings have proved that demand is highly controlled by political and social factors of the destination tourist places as well as climatic changes (Newton, 2010). However, despite the influence by geographical and climatic factors, human dynamics are major contributing factors to the level of consumer demand in the tourism industry. The abundance of the required facilities plays a long term role in the increment of consumer demand. Also, the effectiveness in the practice of Customer relationship management (CRM) plays a great role in determining the value of consumer demand. The demand for tourism is therefore enhanced by the application of the modern and advanced social media, which mainly informs target consumers on the availability of attractive sites. Demand influences the supply perspective in distinct ways. It is true that when a tourist sector is able to inform a large number of clientele about their availability, their performance is anticipated to rise. When the implementation of new strategies is valued within the industry, further productivity is expected due to the amplification in the tourist statistics that flow into a particular industry (Hamill, and Stevenson, 2010). Nevertheless, tourism demand plays an intermediate role in the tourist industry. It is as a result of demand that suppliers gauge and identify tourist needs. It also plays a pivotal role of promoting competitive advantage for all tourist corporations, in their urge to become the best places for tourists. Demand is an instrument of confidence for the tourist facility suppliers, since their certainty of product utilization by target customers is given priority. It is also demand that that paves way for technological advancements in organizations, as suppliers implement best ever skills and facilities to attract a vast number of tourists into their sectors (Hamill, and Stevenson, 2010). Supply perspective in tourism The main characteristic of a supplier is the possession of ample products or services that are vital in meeting the needs of a client. The perspective of a supplier in the tourism industry is defined by his/her scope of preparedness to host tourists. However, with the recent dynamic global transformations, many suppliers find it hard to cope with the prevailing situations. Despite the fact that change is always inevitable, it is not always easy to enact and manage modern change that is mainly characterized by application of complicated processes. The tourism industry needs to have development and results oriented individuals as suppliers, since everyday in the current world dawns with a new technique management fields (Woodside, 2007). A variety of supplier tourism levels are evident, depending on the type of facility a supplier possesses. Suppliers of the different facilities are always concerned about the location of their facilities, since not all places are suitable for all types of facilities. Similarly, various types of tourist organizations are known to exist today, each with its kind of service to offer to its consumers. The current dynamic world is hard to cope with for suppliers who anticipate supplying two or more facility types, owing to the hard economy times. The demand for supplier tourist facilities also is influenced by the standard in which they are maintained, thus it is a rampant case for suppliers to practice specialization in the tourist industry. More over, many tourists are moved by suppliers who easily understand their immediate needs, thus, the perspective of suppliers plays a pivotal role in the industry (Woodside, 2007). First, a destination supplier deals with directing the tourists from their resident areas to the areas that are of interest to them. These are most likely to provide transport facilities as well as on the way consumption materials. The destination suppliers are at risk of not being aware about tourists who are in travel at what particular time. Thus, application of the very modern customer relationship strategies is very crucial for such suppliers for the sake of business continuity. Secondly, the current world is fiercely invaded by accommodation suppliers as a result of the uncontrollable rate of urbanization that takes place. Most clientele prefer spending in towns for their sleep after reaching their aspired destination, a factor that has led to every supplier focusing on the installation of accommodation facilities. However, this is one of the major drawbacks in the tourism industry, since it leads to increased competition among the sectors. On the other hand, tourists are highly sensitive to these facilities than all other facilities, thus, suppliers of these facilities need perform extra on-board tasks to sustain their customers and safeguard decrease in demand levels for their products. Thus, these conditions call; for active involvement in the utilization of social media services (Woodside, 2007). More over, attractions suppliers include those that offer field sites as suitable adventure and discovery grounds for tourists. Most sites in Kenya that attract tourists are mainly of this type. They are normally fitted with beautiful natural and artificial sceneries that create enthusiasm on the interested tourists. These may include game parks, museums, archives, animals and plants. All the same, the suppliers of the attractions are mainly faced with climatic challenges, but with increased use of social media, it is possible for the industry to grow drastically. Furthermore, tour operators are also grouped among the suppliers. These play a vital responsibility in the introduction of the tourists to their scenario of interest. They are usually determinant factors of tourism sustainability depending on their tour provision skills. However, it is easier for them to cope with consumer demand with continued application of social media services as a promotion strategy (Woodside, 2007). Social media that impact on tourism Among the fast developing fields in the world today is that of social media. As a result of this fast-paced increment, every business entity aspires to integrate and utilize the tools that are deemed crucial in the social media to enhance their marketing and sales strategies. These instruments that facilitate communication to clientele through media are crucial in the maintenance of appropriate CRM relationships in all types of industries. They are also key players in the maintenance of ample supply and demand prospects in the business sectors. Among the most influences industries is the tourism industry, owing to the fact that many tourist are always flowing into areas they are not familiar with, thus needing a direction source. It is highly likely that the tourism industry is in a desperate need for improved social media tools than any other sector (Goeldner and Ritchie, 2009) Technology has developed tremendously in the recent years, with the most recent being the application of the internet-based media. This is the most important today, since it applies the principle of integrated marketing communication. The traditional period had a variety of media devices which were used independent of each other, for instance the televisions that are still in use up to date, Radios and other methods including physical and oral campaigns. This is contrally to today where all these channels can be integrated into a common program that utilizes the techniques and plans of all the former devices. The main reasons as to why the use of social media in the tourism industry is to reach target customers as well as to create awareness about existing products or services in the market. Therefore, it is important that the most recent instruments for social awareness be utilized (Goeldner and Ritchie, 2009) Among the devices used for social marketing are blogs, which are currently used over the internet. Attraction of potential guests becomes easy and at the same time special news concerning facilities and new developments can easily be posted in these blogs. Additionally, the modern internet uses face book facilities where people can post their massages on walls as a means for communication with their clients. Face book has become one of the rampantly used communication facilities over the internet, and thus is suitable for communication even with anticipated customers (Lew, 2007). More over, face book provides a ground for guest invitation, which one can easily communicate with and inform them about upcoming events, weather conditions, available facilities etc. It is also easy to use electronic marketing facilities via email addresses to inform tourists about facilities availability as a supplier. Furthermore, the recent developments enable people to use Twitter, live messengers and Skype in addition to phones and fax (Goeldner and Ritchie, 2009) Value of social media on tourism The tourism industry attaches a grand value on social media. This has been enabled by the pivotal responsibility of media in customer creation and sustenance. Competitive advantage is one of the areas which have been supported in the recent years, since every supplier aspires to provide the best to target consumers. This has enhanced morale in the installation of integrated marketing communication which modernizes the Customer relationship strategies. Additionally, competitive advantage enhancement has paved way for the rise of new and modern industries that embrace change as a key to economic cultural and social development in the world. Thus, the recent decades have experienced an upward trend in the economy as a result of tremendous incomes obtained from tourists (Gretzel, Law and Matthias, 2010). On the other hand, the utilization of social media has rendered the industry to be a fast-paced one. The modern media that are integrated assist in cutting down advertising costs and time spent the application of marketing strategies. This enables concentration of resources and efforts in development and facility enhancement. It is also evident from research that the tourism industry is a main source of income for the government, thus social media is of importance to the sector. It is a pleasure for the country’s leadership to see the industry grow tremendously. With the rare use of the traditional advertising and marketing media, technologists work day and night to come up with new and easy to use social media devices, therefore, it is the role of social media to foster development strategies (Gretzel, Law and Matthias, 2010). Thirdly, the augment of travelers due to their awareness of tourist facilities has boosted the transport sector. The government is now focused on the modernization of every transport facility to eradicate complicated traditional means. It is also through the use of the social media that the state of international relations is boosted, due to the fact that one can communicate from any part of the world with another. The social interactions are beneficial in enticing more tourists in their anticipation to adventure new places. For instance, the use of internet as a modern social media facility enables tourist to retrieve every kind of information concerning their destinations, best tour sites as well as the process of booking for accommodation. Today, a tour transaction can be thoroughly completed over the internet. The utilization of the face book and email facilities today have boosted communication with one another, such that tourists can get well informed about their destination as well as facility availability in their desired places of travel. As a result, performance and productivity have been boosted within the industry with the continued use of the social media. Furthermore, it acts as an instrument for the improvement of CRM as well as the long term effect of business sustainability in the dynamic world (Gretzel, Law and Matthias, 2010). Conclusion Social media is of great value to the tourism industry. It impacts the industry in terms of building appropriate Customer Relationship Strategies, enhancing competitive advantage, cutting down costs assigned for marketing mix strategies and boosting the economic status in addition to enhancing the sector’s productivity, performance and sustainability. Modern social media facilities are internet-based which include, face book, linked in twitter and blogs in addition to emails, phones and fax. The modern industries utilize majorly the electronic marketing, less time consuming and relatively cheap. However, continued success is possible when all tourist sectors embrace change and also practice change management, for them to enjoy the benefits of social media. More over, intensive empirical and evidence-based research should be carried out to establish the real value of social media for tourism (Curry, 2008). List of references Birkland, A.T., Herabat, P. & Little, R. G. 2005. Impact of the Boxing Day Tsunami on Tourism in Thailand. NY, University at Albany. Retrieved from http://docs.google.com/viewer?a=v&q=cache:nw6LFWQHjI4J:www.eng.rpi.edu/cits/Supporting%2520Documents/Tsunami/asa%2520paper%2520version%25202.2%2520RL%2520add%2520in%2520no%2520endnote.doc+SOCIAL+MEDIA+ON+TOURISM+filetype:doc+site:.edu&hl=en&gl=ke&pid=bl&srcid=ADGEESh0rd0QRePXVIhn5z8BDnoDzgcw5tP_6kdUrJvGLyDXGH8efOQPipqGrXhA7sYpQBiJlVC_Cr7uZPrKFOg81B5syiEa-vTPWEIecbPmpiLLAWBEBSYVuGwXkn7MXePkY-Qouo3F&sig=AHIEtbRfySFVL3yAWZZI-uLIxr8aMNO-gQ (Accessed March, 2011). Curry, M.G. 2008. 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Social Software in Tourism, Event Management and Tourism Education. Arizona, Northern Arizona University Press. Retrieved from, http://docs.google.com/viewer?a=v&q=cache:blRXTauyAW8J:www2.nau.edu/~alew/docs/Alan_Lew_Social_Software_Tourism_Teaching.doc+SOCIAL+MEDIA+ON+TOURISM+filetype:doc+site:.edu&hl=en&gl=ke&pid=bl&srcid=ADGEESgWBWyhcNrlof4Zzoi00mcDbPDeTn7HnN_snSGMCKABVgOXSNZLEhE84chacFFRBOvNHeTZX2RlO5GXhemnFHtrSeb7cE22uNu-m-s0TvXoFWf0spaLbB6LsvvSVEJUmSG4rZ_I&sig=AHIEtbR3WytNLPUZL-ZExICWBIFDeFECJg&pli=1 (Accessed March, 2011). Newton, M 2010, an investigation of two-way symmetrical communication and social media and their value in building b2b stakeholder relationships in the logistics sector. CIPR publishers. Retrieved from, http://educatedc.com/storage/43487.pdf (Accessed March, 2011). Nielsen S.C. A Cultural Tourism Research Model: Creating a Market Feasibility Study for A ‘Living Museum’ In Portugal. Baltimore, University of Baltimore. 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