The role of social media as marketing tool for tourism in Kenya. Case study: Kenya Safari and Tours
Cheruiyot, Kimaru Stanley (2011)
Arcada - Nylands svenska yrkeshögskola
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011061311915
https://urn.fi/URN:NBN:fi:amk-2011061311915
Tiivistelmä
Social media has become extremely effective form of marketing which has raised the brand awareness, brand loyalty, customer services and lead to increase sales hence opening tremendous opportunities for companies to market their products and services using social media.
The objective of this research was to find out how tourism companies are integrating social media into marketing so as to boast awareness and generate excitement about tourism destination as well as finding what exactly has social media strategies done to market tourism companies.
The theoretical background was based on theories of social media marketing mainly collected from social media literature that included both books and articles journals and the aim of this was actually to provide readers general understanding of social media and its impacts on the customers.
The empirical study was performed through discussions, interviews and observation in the case company. The study was performed using a qualitative research approach and a case study method was utilized. After all the data was gathered and the information was carefully analyzed to give the reasons why companies use social media as a marketing tool for their companies. The research finding of the study are to proposed important suggestion for Kenya Safari and Tour in using social media as a part of its marketing strategy
Keywords: Social networking, social media, tourism, social media marketing strategy
The objective of this research was to find out how tourism companies are integrating social media into marketing so as to boast awareness and generate excitement about tourism destination as well as finding what exactly has social media strategies done to market tourism companies.
The theoretical background was based on theories of social media marketing mainly collected from social media literature that included both books and articles journals and the aim of this was actually to provide readers general understanding of social media and its impacts on the customers.
The empirical study was performed through discussions, interviews and observation in the case company. The study was performed using a qualitative research approach and a case study method was utilized. After all the data was gathered and the information was carefully analyzed to give the reasons why companies use social media as a marketing tool for their companies. The research finding of the study are to proposed important suggestion for Kenya Safari and Tour in using social media as a part of its marketing strategy
Keywords: Social networking, social media, tourism, social media marketing strategy