Tourism in Myanmar - Case Study Example

Executive Summary There are specific impressions which are left with tourism and travel, specifically which are created through the use of media. This develops perspectives about a region in terms of the political, cultural and social concepts of the area. The perspectives are combined with impressions of whether one should travel to the area or remain outside of the region. The case of Myanmar is one which shows how negative impressions of traditional media have led to a lack of tourism. The conditions of the country are known for political unrest, tyranny and social communism, all which have stopped the tourist industry. Currently, Myanmar is interested in opening the doors to tourism, specifically to build the economy and to develop a global openness required. The need to change the tourist perspectives; however, is limited by the negative impressions. To change this, the use of social media can be used with strategies that develop positive impressions on the cultural and social activities that one can enjoy in the region. By creating a social media strategy, there will be the ability to reach a larger target market while creating interactions and developments with the tourism and travel industry. Introduction The ability to reach current target markets is one which is no longer dependent on brick and mortar stores and traditional advertising. To reach the needed areas, there is the need to create more alternatives with the use of online marketing, specifically with the current trends that are available. Social media is one of the areas which invites new opportunities for advertising while ensuring that the correct target market is met. This paper will look at the marketing of a mystical country, Myanmar, with the use of social media. The approach taken will be to look at how the tourist and travel industry can tap into social media to receive high end responses from those who are interested in travel and different aspects of the country. By examining the approaches to tourism, travel and to the specific interests in the country, there will be the ability to reach a stronger market while creating the necessary responses to those who are trying to find outlets for travel. Background of Tourism in Myanmar The current issues with tourism in Myanmar have created a perception that this particular area is not the best to travel in. The problems with the country are based on multi – faceted perspectives that come from the political and social agendas that are in the area. The problems are based on political issues, interests and agendas that have turned tourists away from the region. Many look at the area as corrupt while other tourists do not regard the place as a destination because of the political and cultural system. The ability to be open for tourism is not a primary concern in the area, making it difficult for travelers to move through the region while finding the best outlets for the travel desired. These particular problems are continuous with the references such as the area being the land of fear, specifically because of the political regime and social closure that is surrounding the area (Henderson, 2010). The development of Myanmar to the current date is one which is continuing to follow this trend, leading to a large number of individuals to not travel into the area. The socialist economy and political agenda is followed by the closure within the country for travel. However, the current changes into a global economy and into alterations with the political and economic system are also indicating that there is the need to open Myanmar to travel and to alter the political and economic perspectives of the country (Toshihiro, 2010). In current years, they have opened to tourism with the recognition that Burma needs to expand into offering more opportunities for expansion in this area. The movement has opened to an average of 3,000 from China visiting the area in 2011, which is a 33% increase from past years. The global number of visitors has increased to 792,000 travelers, which is inclusive of a 22% increase from past years. The approach is based on looking at the mysticism and the unique cultural aspects of the country. The result is one which is changing the political agenda and the closed techniques used in the land while creating a new invitation to tourists from various regions (Citrinot, 2011). Current Issues of Travel While Myanmar is trying to open doors to travel, there are also specific issues which are preventing the correct approaches from being taken. This is specific to the cultural aspects and the lack of recognition of the changes which are trying to take place in Myanmar. The approach which Myanmar is taking is based on changing the closed form of the country and the political regime which is based on the socialist and communist beliefs of the country. This is followed by the issues in travel which are created specifically with the drop in sales of the tourist packages. Even though there are more visitors that are going to Myanmar, there is a lack of economic growth that is taking place in the country. This is based specifically on the lack of advertising and the ability to find package deals in off seasons that do not provide the right information or alternatives for traveling. The lack of communication about the changes in Myanmar as well as the approaches taken by travelers are not providing the necessary alternatives to the booking and travel as well as to the changing perspectives about Myanmar (Than, 2011). Effects of Media on Tourism The concepts of travel and tourism are guided by the use of media, specifically with changing the outlook of how one decides to travel to a country as well as the expectations which are surrounding this. The media is responsible for providing information and knowledge based on various regions. For a tourist, this is the most important factor in determining if the area is the right space to travel in as well as what is involved with the travel. If there is a negative perception from the media, then tourism ultimately declines. This leads to economic loss based on the information provided and the perceptions which are given to those who are considering the traveling itineraries. The growth in the global environment is offering tourists more information and knowledge as well as open doors for traveling. The media perceptions then become even more important in determining economic growth or decline in an area, specifically because of the growing increase and competition from various locations that are involved with the tourist industry (Baggio, Cooper, 2010). The effects of media on tourism are followed by specific types of knowledge that are presented as well as the formats which take place to influence tourists. The traditional media is the first way in which this is advertised, including advertisements in magazines, newspapers and other paper formats as well as through television sources. This is also inclusive of word of mouth advertising or travel areas that are able to provide more information. The media is followed by newer forms of technology, such as mobile applications and the Internet, including social media that is used for the advertising. Outdoor media is another way in which this is created, specifically with specialized programs and initiatives that are a part of the tourist industry. The media formats are associated not only with providing information, but also are able to develop target markets according to the activities on each of the sites. It is expected that tourist behaviors and expectations, travel needs, types of information and relevant resources and materials are provided in each of the mediums. The behaviors and the attitudes are projected through each area and are able to offer social inclusion with various tourism destinations. The format of the media as well as the perspectives which are created then become an important aspect of the destinations and approaches used for travel (Conrady, 2010). Objectives of Paper The types of media available as well as the needs in Myanmar present new opportunities for those that are looking to change the levels of tourism in the region. When looking at the current issues facing Myanmar, it is noted that the knowledge provided to potential tourists is not considering the changes from the political and social regime into one which is opening to a global economy and tourism. The goal is based on finding ways to change the impression of Myanmar while stimulating the economy with tourism is required to begin altering the packages which are sold for the tourist program while finding new approaches to those who are interested in travel and tourism. This paper will look at the specific medium of social media, specifically because of the knowledge and perspectives which are offered through this format. The growing use of social media as well as the ability to reach specialized target markets in this format is one which allows the industry of tourism to begin to develop and grow toward the region while creating specialized approaches toward those who are interested in changing the perspectives of the tourism in this region. Defining Social Media Social media is used specifically with the Internet and is based on connecting to others who have specific perspectives and personal relationships online. The interaction which is created through social media is the driving force for those that are interested in the travel and perspectives which are taken. The definition of social media in travel is one which is inclusive of interactions, reviews and promotions that are inclusive of offering knowledge and deals to others online. The role of social media is one which is inclusive of connecting to various formats of information through word of mouth or promotions while creating specific impressions that stimulate a broader audience to become interested in the travel and tourism to a specific destination. The online travel information search that is created is one that is based on a combination of word of mouth from those who are involved in the social media interactions and promotional deals that attract those who are on various social media sites (Xiang, Gretzel, 2009). Impacts of Social Media on the Destination Tourism The approach which is taken with social media for interactions and other applications for advertising is one which has a direct impact on destination tourism. The main impact is one which is able to change the perception of those who are looking at travel and want first hand experiences and insight to the travel. The perception is based on reviews and details provided by others who have traveled to the area and that have specific insights into what is offered through the region. This is combined with promotions and reviews that are associated with this that many look at for knowledge and information. In traditional, outdoor and mobile marketing, only the basic knowledge and information is provided about a destination. Usually this is combined with a promotional offer or highlights of a given area. There are also spaces which easily portray a space negatively or which do not highlight the concepts associated with the travel destination. The social media is able to alter this, specifically because of the interaction of others that have traveled to the area and the implications that are associated with the space. Instead of having marketing as a medium, responses and interactions from other travelers provide a different sense of insight to the area. The characteristics of this marketing medium then create a different impact on those who are looking for a different travel destination that carries specific expectations for the travel (Fuchs, Cantoni, 2012). Advantages The approaches taken with social media offer a variety of advantages of changing perspectives and ideologies related to travel. The first is based on the first hand experiences and interactions which are available for the travel. This allows visitors to change the perception and negative connotations that are often associated with a given region. The ability to change the perspectives through the use of social media is not only based on generalized assumptions about the area that is broken. This is combined with the ability to develop specific perspectives about what is available in a given region that makes a specific space unique. Cultural tourism, green travel and other specialized markets are emerging through social media with this specific concept. The cultural tourism is one which is highlighted by the association of experiencing the exotic and discovering areas which have not been recognized or are not affluent in the current population. The perspective which is taken is then able to create characteristics and expectations around an area while eliminating negative perspectives which may have been created in the past from political, economic or cultural unrest of a region (Wang, Qi, 2010). The approach toward highlighting culture and characteristics of a specific region is followed by other perspectives created through the use of social media. This is able to reach other target markets in ways that offer and provide new insights to the travel. The perceived destination image that is created through social media is one that can be conveyed not only with culture but also with the individual questions and knowledge which is required before traveling to a specific destination. One is able to build a sense of brand equity over a location through the use of social media. Reviews from individuals that understand the location as well as concepts which are required for traveling to an alternative culture are some of the concepts which are associated with the region. This is combined with knowledge provided through both word of mouth and promotional programs that are able to grab the interest of a reader. The approach taken to answer questions and to begin formatting the requirements for the cultural interests are then able to alter the way in which consumers select going to different regions as well as what perceptions and beliefs are surrounding the area (Sood, Woodside, 2011). Disadvantages Even though there is the ability to create positive perspectives and attraction to a given location, there are also disadvantages with the use of social media as a main format of advertising. The recommendations, word of mouth advertising and other components often do not portray the realities of the area that is unknown to many. This is furthered with the inability to have the correct recommendations toward target markets, specifically because of the use of interaction and word of mouth advertising. A traveler may carry a specific perspective of the area traveled to that misguides another individual, based specifically on perceptions of the culture and the experience which is created. The lack of quality to the information provided because of the social initiatives then limits the amount of knowledge available and creates misperceptions to those that are traveling to the various regions. This develops alternatives to travel which may not communicate the correct message or could create difficulties with the target markets and the strategies which are created from the use of social media (Nguyen, 2010). Successful Examples of Tourism and Social Media There are a variety of examples that show successful use of tourism and social media. The first is a skiing site to Vail, Colorado (www.vail.com). This particular site is recognized with the strong use of social media to attract visitors and to provide up to date information about the conditions of the area. The site consists of social media applications, such as Facebook and Twitter, which provides insights into the area. Weather conditions are continuously updated, combined with explanations of the events and activities taking place. This is combined with up to date and real time videos that show the area and which individuals can tap into before taking a trip. The use of social media is combined with interactions and feedback as well as questions about the area which can be answered with the real time applications, cameras and other options available. The social media incorporates everything from Facebook and Twitter to social media and RSS feeds for the required information. This is furthered with a wide variety of information available to plan the necessary trip while allowing individuals to find the necessary information that is reflected with the social media updates which are available (www.vail.com, 2012). Another example that shows the use of social media as an advantage is with “Visit Iceland” as the official travel site. Similar to the Vail site, there are applications such as Facebook, Twitter, RSS Feeds and applications based on the scrolling and moving media. Interactions occur with the various applications for updates about Iceland and the reoccurring concepts which are associated with this. The events and news are able to add into the knowledge and information while providing even more opportunities to understand what is available in the region. The interactions which are available continue with videos, live maps and up to date information based on the activities that are in the region. These various formats of social media are based on providing knowledge and information while combining this with the opportunities that are available for travel. The impression created is then able to target those interested in the specific activities and interests of the region (visiticeland.com 2012). A similar option is seen with Singapore travel. This is one of the fastest growing areas of tourism, specifically because of the use of social media applications. Connecting on Facebook, Twitter and through RSS feeds as well as combining this with mobile applications are the initiatives which are taken through this specific option. The promotion for Singapore is based on a slogan that immediately creates a brand image about the country. When looking this up on the social networks, the slogan immediately connects with the typed in keywords, such as “Singapore.” The options are further combined with providing up to date information, cultural impressions and information about the region. This is combined with continuously advertising promotions and offers that are a part of the area while creating specific campaigns that are specific to the online target market. The growth in the industry through the use of social media tactics is then able to create a different approach to reaching the target market (Chong, 2012). Conclusion and Recommendations The ability to correctly promote a region is based on various strategies that are created. The tour and travel industry is one which is known to offer stimulation to the economy while opening various regions to the global culture and economy. When looking at the travel industry, it is noted that there are various options that are available to creating the right approaches to travel. The concepts of travel and tourism are combined with the social media which can be used to reach different target markets while offering interactions and promotions that alter the perspectives of the area. The use of social media can be implemented with Myanmar, specifically because of the negative impressions currently in the region. The lack of knowledge is one which can be altered with promotions, interactions and developments of the cultural affiliations in the region. By creating a marketing strategy, there is the ability to create a different approach to the advertising used while developing a different tactic to increasing the amount of tourism in the area and changing the negative perceptions of the area. References Baggio, Rodolfo, Chris Cooper. (2010). “Knowledge Transfer in a Tourism Destination: the Effects of a Network Structure.” The Service Industries Journal 30 (10). Chong, Sarah. (2012). “How To: Promote Tourism through Social Media.” Peen Olson. Citrinot, Luc. (2011). “Myanmar Tourism Enters a New Era.” ETurbo News. [Online]. Retrieved from: http://www.eturbonews.com/26590/myanmar-tourism-enters-new-era. Conrady, Roland. (2010). Trends and Issues in Global Tourism. 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(2012). “Visit Iceland: The Official Tourist Information Site.” Retrieved from: http://www.visiticeland.com/. Xiang, Zheng, Urike Gretzel. (2009). “Role of Social Media in Online Travel Information Search.” Tourism Management 31 (2). Read More