- Due to limited time, the sample size was kept small.
- The study was only conducted in Lahore city, as access to other cities was difficult.
- The research only covered Facebook content of tour companies.
- Participation in this study was delimited to the tourists who had travelled with one of the organizations mentioned in the study.
- The study was delimited to the examination of tourists’ behavior towards the Facebook content of the mentioned four tour companies of Lahore.
- Marketing and promotion, as being a part of advertising, are one of the flourishing sectors of Pakistan. Due to emergence of technology and a new mode of communication, it is challenging for the hospitality industry to grab and sustain the audience. So it is recommended that tour operators make use of well-designed communication and marketing tools in order to know the needs of the public and respond to them in appropriate manner.
- Apart from tour operators, the hotel management, transporters etc may also take advantage of social media and work in cooperation with the tour companies so that this may not only adds credibility to the content and attracts the tourists, but also boost up the business of the contributors.
- A comparative analysis between tour companies of different cities of Pakistan may be conducted to study their use and effect of social media content on tourism.
- A study may also be conducted on the effects of promoting tourism through social media content on both national and international audience.
- Ali, S. (2016). Social media and its impact on Pakistan's Tourism Industry, Daily Pakistan.
- Alizadeh, A., & Isa, R. M. (2014). An examination of use of social media in destination marketing. Paper presented at the Proceedings of the First Asia-Pacific Conference on Global Business, Economics, Finance and Social Sciences (AP14Singapore Conference), Singapore, 1-3 August 2014.
- Bashar, S. M. (2014). Impact of Social Travel Networks on Travel Planning: A Case of Tripadvisor. Masters, University of Ljubljana, Slovenia.
- Bizirgianni, I., & Dionysopoulou, P. (2013). The influence of tourist trends of youth tourism through social media (SM) & information and communication technologies (ICTs). Procedia-Social and Behavioral Sciences, 73, 652-660.
- Buted, Gillespie, N. S., Conti, J. B., Delgado, B. A., Marasigan, R. M. P., Rubico, S. K. A., & Felicen, S. S. (2014). Effects of Social Media in the Tourism Industry of Batangas Province. Asia Pacific Journal of Multidisciplinary Research, 2(3).
- Chernysheva, E., Skourtis, G., Assiouras, I., & Koniordos, M. (2011). Social Media and Destination Branding: How Mediterranean Tourism Destinations use Facebook. Paper presented at the Academy of Marketing Conference, Liverpool, UK, 5-7 July, 2011.
- Gohil, N. (2015). Role and Impact of Social Media in Tourism: a case study on the initiatives of Madhya Pradesh State Tourism. International Journal of Research in Economics and Social Sciences, 5(4), 8-15.
- Khan, M. (2012). Challenges affecting the tourism industry in pakistan. Master, Centria University of Applied Sciences, Finland.
- Lineberry, Z. X. (2012). Uses and gratifications on social networking sites: Analysis of use and value of social networking sites for three types of social capital on college students Master of Science: Journalism and Mass Communication, Iowa State University, United States of America.
- Manap, K. A., & Adzharudin, N. (2013). The Role of User Generated Content (UGC) in Social Media for Tourism Sector. Paper presented at the The 2013 WEI International Academic Conference Proceedings, Istanbul, Turkey.
- Otieno, O. (2014). Facebook as a marketing tool in the tourism industry: a case study of Kenyan tour operators. Master of Science in Organizational Development, United States International University- Africa, Kenya, Africa.
- Rahman, M. T. (2016). Impacts of Social Branding on Tourism Business: The Case of Bangladesh. World Review of Business Research, 6(2), 58-65.
- Ráthonyi, G. (2013). Influence of social media on tourism - Especially among students of the University of Debrecen. Appl Stud Agribus Commer, 10, 105-112.
- Seth, G. (2012). Analyzing the effects of social media on the hospitality industry. Master of Science in Hotel Administration, University of Nevada, Las Vegas.
- Sixt, M. (2013). Social Media in the Tourism Industry: How Social Media and The Self- Congruity Theory Affect Destination Choice. Bachelor of Science in Journalism, California Polytechnic State University, San Luis Obispo.
- Treer, E. (2010). Social media: an interesting option for tourism destination promotion. Master Thesis, Tourism Programme, Aalborg University, Denmark.
- Yazdanifard, R., & Yee, L. T. (2014). Impact of social networking sites on hospitality and tourism industries. Global Journal of Human-Social Science: Economics, 14(8).
- Yilmaz, B. S. (2016). The impact of social media on the tourist experience: telling your story to your connected others. Journal of Media Critiques [JMC], 2(8).
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The study attempts to assess the difference in the effect of social media content of tour companies of Lahore on promoting tourism. The study used a comparative research design in order to compare the effects of social media content, in particular Facebook. A detailed literature review was presented, and data was collected from the tourists who have used the Facebook pages of selected tour companies and used their services through a well-developed questionnaire, using purposive sampling, followed by convenience sampling. To conduct the study, a sample size of 320 respondents was chosen to get accurate findings. The findings of the study revealed that all four tour companies of Lahore equally promoted tourism through their Facebook pages. The Facebook pages are a reliable source of information that are trending and being used extensively by people. This showed that using such pages are ultimately contributing to the success and promotion of tourism in Pakistan.
Key Words
Truism Promotion through Facebook Pages, Social Media Marketing, Social Media use by Tour Companies
Introduction
Literature Review Background
Social media has given people a new platform to communicate with each other. The term social media has no single definition, and it becomes difficult to define it clearly due to emerging concepts such as Web 2.0 and others. With the advent of new communication methods such as Web 2.0 or new social media, information gathering has become easy by making communication more successful among the users.
Social Media
Social media and traditional media both are types of media. According to research, both work as a vehicle to connect and inform the consumers (Seth, 2012). However, the research further highlights that what makes the two different is the ability of social media, allowing its users to actively participate and express their views. Various researchers have defined social media in different ways. For instance, Bruns and Bahnisch (as cited in Chernysheva, 2011) define social media as websites that are developed on web 2.0 technologies in order to provide a platform for social communication, community development and project management. Social media include multiple things such as social networking sites etc., through which people connect and interact with each other (Zeng &Gerritsen, 2014).
Tourism/ Tour Companies
According to the UNWTO Report of 2013 (as cited in Alizadeh and Isa 2014), during the last six decades, the tourism industry has shown remarkable growth, thus becoming one of the world’s leading industries. But with the advent of Information and Communication Technology, things have changed. Tourism, as being a sector, has a very close connection with advancements in information technology (Yilmaz, 2016). It is one of those sectors, which has gained many benefits from the internet and consequently, social media has become an important part of it for promoting tourism in any state of a country (Gohil, 2015). It is believed that promoting a destination is really challenging as it requires the marketing of numerous attributes of a destination, as well as serving and fulfilling the heterogeneous demands of the travellers (Buted et al., 2014). This includes e-ticketing, sales and promotion of hotels and tour companies and much more.
Role of Social Media in the Tourism Industry
Conducting research on social travel networks and travel planning, the researcher concludes that traditionally, trips were planned by consulting a travel agent who would help the travellers organize their trips properly (Bashar, 2014). Moreover, destination marketing organizations used brand advertising for the destination through one-way communication with their target audience (Sixt, 2013). But with the passage of time, things have become different due to the emergence of Information and Communication Technologies (ICTs) that have changed tourism (Bashar, 2014). The new media has provided new possibilities, opportunities and challenges for the people who are linked with tourism (Bizirgianni & Dionysopoulou, 2013).
Tourism in Pakistan
Similarly, in Pakistan, online markets have given access to many startup ventures, which includes various sectors such as travel and tourism (Ali, 2016). Furthermore, this has also given rise to travel services like Uber, Careem etc., along with online hotel booking and similar facilities (Ali, 2016). But this is not limited to a certain boundary. Travel and tour managers and operators have started a new initiative with the help of social networking sites.
Theoretical Framework
The uses and gratification theory seems to be relevant to the study. The creation of online technologies has brought a revolution in the application of uses and gratification theory for new media (Lineberry, 2012). One of the needs, defined in theory, i.e. tension release need, goes with the topic. According to the need, it helps the tourists to escape from their routine activities. Apart from this, another need, i.e. affective need, is also applicable to the study. People select a certain destination through a Facebook page and go on a tour to seek pleasure and get entertained. Lastly, the integrative social need is gratified when people link up with each other using social networking sites. They socialize by interacting with each other and getting information. Therefore, the uses and gratification theory supports the study as tourists get their relevant needs gratified through social media content.
Methodology
Study Design
The purpose of the study is to compare and analyze the effects of social media content of four tour companies of Lahore with regard to the promotion of tourism in Pakistan, thus influencing tourists’ behavior. Therefore, the comparative research design was applied to gain insight into the prob
lem situation.
Population Under Survey
Considering the population of the undertaken study as the tourists who have travelled with selected tour companies of Lahore at least once, a sample of 320 people was drawn from the population using the non-probability technique of sampling. Then 80 tourists from each tourist company were selected, which were equally divided on the basis of gender for selection.
Sampling Procedure and Sample Size
The technique included purposive sampling first, where those respondents were selected who have interacted with Facebook pages of the selected tour companies and utilized their services. Later, convenience sampling was used where those respondents were drawn who was conveniently available to participate in the study. The unit of analysis was one individual tourist who belongs to any city of Pakistan and has travelled with one of these selected travel companies.
Data Collection Instrument
A well-designed questionnaire was developed and wet by a senior professor. Later, the study was conducted in the field. The questionnaire found the behavior of tourists towards social media content, in particular Facebook.
Data Collection and Data Analysis
On the collection of data, the responses were analyzed using data analysis software, i.e. IBM SPSS Version 21. The analysis helped to check that whether the hypothesis was rejected or not.
Results, Data Analysis and Discussion
Table 1. Crosstab Tour Company * Accuracy of Information provided
| width="132" rowspan="2"> width="333" colspan="4"> The page Provided correct contact Information | > Strongly Agree width="78">Agree width="66">Neutral width="81">Total | > Tour Company width="132">The Trekkerz width="108">56 (17.5%) width="78">21 (6.6%) width="66">3 (0.9%) width="81">80 (25.0%) | > Adventurer Treks and Tours width="108">71 (22.2%) width="78">9 (2.8%) width="66">0 (0.0%) width="81">80 (25.0%) | > The Green Tours width="108">70 (21.9%) width="78">10 (3.1%) width="66">0 (0.0%) width="81">80 (25.0%) | > My Planet Tourism services width="108">72 (22.5%) width="78">8 (2.5%) width="66">0 (0.0%) width="81">80 (25.0%) | > Total width="108">269 (84.1%) width="78">48 (15.0%) width="66">3 (0.9%) width="81">320 (100%) |
Table 2. Crosstab Tour Company * Information match with Actual Services
| width="108" valign="top"> width="339" colspan="4" valign="top"> The information provided on the page was the same that was Provided by the owner of the company | > width="108" valign="top"> width="108"> Strongly Agree width="78">Agree width="72">Neutral width="81">Total | > Tour Company width="108">The Trekkerz width="108">56 (17.5%) width="78">21 (6.6%) width="72">3 (0.9%) width="81">80 (25.0%) | > Adventurer Treks and Tours width="108">72 (22.5%) width="78">8 (2.5%) width="72">0 (0.0%) width="81">80 (25.0%) | > The Green Tours width="108">68 (21.3%) width="78">12 (3.8%) width="72">0 (0.0%) width="81">80 (25.0%) | > My Planet Tourism services width="108">69 (21.6%) width="78">10 (3.1%) width="72">1 (0.3%) width="81">80 (25.0%) | > Total width="108">265 (82.8%) width="78">51 (15.9%) width="72">4 (1.3%) width="81">320 (100%) | ||
| width="92" valign="top"> width="376" colspan="5" valign="top"> The Services Mentioned on the page were Provided on the Tour | > width="92" valign="top"> width="108"> Strongly Agree width="66">Agree width="67">Neutral width="66">Disagree width="69">Total | > Tour Company width="92">The Trekkerz width="108">55 (17.2%) width="66">17 (5.3%) width="67">2 (0.6%) width="66">6 (1.9%) width="69">80 (25.0%) | > Adventurer Treks and Tours width="108">58 (18.1%) width="66">17 (5.3%) width="67">0 (0.0%) width="66">5 (1.6%) width="69">80 (25.0%) | > The Green Tours width="108">50 (15.6%) width="66">25 (7.8%) width="67">2 (0.6%) width="66">3 (0.9%) width="69">80 (25.0%) | > My Planet Tourism services width="108">55 (17.2%) width="66">24 (7.5%) width="67">1 (0.3%) width="66">0 (0.0%) width="69">80 (25.0%) | > Total width="108">218 (68.1%) width="66">83 (25.9%) width="67">5 (1.6%) width="66">14 (4.4%) width="69">320 (100%) | ||
| width="82" valign="top"> width="384" colspan="6" valign="top"> I will like to travel again with this company | > width="82" valign="top"> width="68"> Strongly Agree width="66">Agree width="60">Neutral width="66">Disagree width="66">Strongly Disagree width="58">Total | > Tour Company width="82">The Trekkerz width="68">55 (17.2%) width="66">17 (5.3%) width="60">2 (0.6%) width="66">6 (1.9%) width="66">0 (0.0%) width="58">80 (25.0%) | > Adventurer Treks and Tours width="68">59 (18.4%) width="66">16 (5.0%) width="60">2 (0.6%) width="66">2 (0.6%) width="66">1 (0.3%) width="58">80 (25.0%) | > The Green Tours width="68">45 (15.1%) width="66">29 (9.1%) width="60">3 (0.9%) width="66">3 (0.9%) width="66">0 (0.0%) width="58">80 (25.0%) | > My Planet Tourism services width="68">60 (18.8%) width="66">20 (6.3%) width="60">0 (0.0%) width="66">0 (0.0%) width="66">0 (0.0%) width="58">80 (25.0%) | > Total width="68">219 (68.4%) width="66">82 (25.6%) width="60">7 (2.2%) width="66">11 (3.4%) width="66">1 (0.3%) width="58" valign="top">320 (100%) | ||
| width="82" valign="top"> width="384" colspan="6" valign="top"> I Will refer this Company to Family and Friends | > width="82" valign="top"> width="68"> Strongly Agree width="66">Agree width="60">Neutral width="66">Disagree width="66">Strongly Disagree width="58">Total | > Tour Company width="82">The Trekkerz width="68">55 (17.2%) width="66">17 (5.3%) width="60">2 (0.6%) width="66">6 (1.9%) width="66">0 (0.0%) width="58">80 (25.0%) | > Adventurer Treks and Tours width="68">59 (18.4%) width="66">16 (5.0%) width="60">2 (0.6%) width="66">2 (0.6%) width="66">1 (0.3%) width="58">80 (25.0%) | > The Green Tours width="68">45 (15.1%) width="66">29 (9.1%) width="60">3 (0.9%) width="66">3 (0.9%) width="66">0 (0.0%) width="58">80 (25.0%) | > My Planet Tourism services width="68">61 (19.1%) width="66">19 (5.9%) width="60">0 (0.0%) width="66">0 (0.0%) width="66">0 (0.0%) width="58">80 (25.0%) | > Total width="68">220 (68.8%) width="66">81 (25.3%) width="60">7 (2.2%) width="66">11 (3.4%) width="66">1 (0.3%) width="58" valign="top">320 (100%) | ||
| width="93"> width="375" colspan="5" valign="top"> I Prefer a Specific tour Company because of | > width="93"> width="66"> Name width="62">Services width="68">Packages width="121">Friend’s Recommendation width="58">Total | > Tour Company width="93">The Trekkerz width="66">17 (5.3%) width="62">2 (0.6%) width="68">6 (1.9%) width="121">0 (0.0%) width="58">80 (25.0%) | > Adventurer Treks and Tours width="66">16 (5.0%) width="62">2 (0.6%) width="68">2 (0.6%) width="121">1 (0.3%) width="58">80 (25.0%) | > The Green Tours width="66">29 (9.1%) width="62">3 (0.9%) width="68">3 (0.9%) width="121">0 (0.0%) width="58">80 (25.0%) | > My Planet Tourism services width="66">19 (5.9%) width="62">0 (0.0%) width="68">0 (0.0%) width="121">0 (0.0%) width="58">80 (25.0%) | > Total width="66">81 (25.3%) width="62">7 (2.2%) width="68">11 (3.4%) width="121">1 (0.3%) width="58" valign="top">320 (100%) | ||
| width="469" colspan="6"> Facebook page of Companies Motivate people to visit places on their Own | > width="86"> width="108"> Strongly Agree width="78">Agree width="72">Neutral width="67">Disagree width="58">Total | > Tour Company width="86">The Trekkerz width="108">8 (2.5%) width="78">22 (6.9%) width="72">36 (11.3%) width="67">14 (4.4%) width="58">80 (25.0%) | > Adventurer Treks and Tours width="108">8 (2.5%) width="78">27 (8.4%) width="72">33 (10.3%) width="67">12 (3.8%) width="58">80 (25.0%) | > The Green Tours width="108">6 (1.9%) width="78">31 (9.7%) width="72">32 (10.0%) width="67">11 (3.4%) width="58">80 (25.0%) | > My Planet Tourism services width="108">13 (4.1%) width="78">34 (10.6%) width="72">25 (7.8%) width="67">8 (2.5%) width="58">80 (25.0%) | > Total width="108">35 (10.9%) width="78">114 (35.6%) width="72">126 (39.4%) width="67">45 (14.1%) width="58" valign="top">320 (100%) | ||
| I have liked Tourism Pages on Face book | > Gender width="111">width="127" valign="top"> Yes width="145" valign="top">No width="88" valign="top">Total | > Male width="127">2 (0.6%) width="145">1 (0.3%) width="88">80 (25.0%) | > Female width="127">3 (0.9%) width="145">0 (0.0%) width="88">80 (25.0%) | > Total width="127">0 (0.0%) width="145">0 (0.0%) width="88">80 (25.0%) | ||||
| width="55"> width="420" colspan="5" valign="top"> I visit these pages to keep Myself Updated | > width="55"> width="79"> Regularly width="84">Frequently width="91">Occasionally width="79">Rarely width="88">Total | > Gender width="55">Male width="79">29 (9.1%) width="84">70 (21.9%) width="91">40 (12.5%) width="79">21 (6.6%) width="88">160 (50.0%) | > Female width="79">12 (3.8%) width="84">59 (18.5%) width="91">72 (22.6%) width="79">17 (5.3%) width="88">160 (50.0%) | > Total width="79">41 (12.8%) width="84">129 (40.3%) width="91">112 (35.0%) width="79">38 (11.9%) width="88">320 (100%) | ||||
| I travel through tour Companies | > Gender width="111">width="127" valign="top"> Yes width="145" valign="top">No width="88" valign="top">Total | > Male width="127">154 (48.1%) width="145">5 (1.6%) width="88">160 (50.0%) | > Female width="127">159 (49.7%) width="145">1 (0.3%) width="88">160 (50.0%) | > Total width="127">313 (97.8%) width="145">6 (1.9%) width="88">320 (100%) | ||||
| width="55"> width="420" colspan="5"> I travel through tour Companies | > width="55"> width="79"> Regularly width="84">Frequently width="91">Occasionally width="79">Rarely width="88">Total | > Gender width="55">Male width="79">28 (8.8%) width="84">63 (19.7%) width="91">46 (14.4%) width="79">23 (7.2%) width="88">160 (50.0%) | > Female width="79">10 (3.1%) width="84">51 (15.9%) width="91">72 (22.5%) width="79">27 (8.4%) width="88">160 (50.0%) | > Total width="79">38 (11.9%) width="84">114 (35.6%) width="91">118 (36.9%) width="79">50 (15.6%) width="88">320 (100%) |
| width="64"> width="403" colspan="4" valign="top"> I Last Visited a tour Company page | > width="64"> width="92"> Last month width="98">6 Months ago width="106">1 Year ago width="107">Total | > Gender width="64">Male width="92">138 (43.1%) width="98">21 (6.6%) width="106">1 (0.3%) width="107">160 (50.0%) | > Female width="92">123 (38.4%) width="98">36 (11.3%) width="106">1 (0.3%) width="107">160 (50.0%) | > Total width="92">261 (81.6%) width="98">57 (17.8%) width="106">2 (0.6%) width="107">320 (100%) |
| width="55"> width="420" colspan="5"> I last Travelled through a tour Company | > width="55"> width="86"> Last month width="96">6 Months ago width="78">1 Year ago width="78">More than a year width="82">Total | > Gender width="55">Male width="86">104 (32.5%) width="96">51 (15.9%) width="78">5 (1.6%) width="78">0 (0.0%) width="82">160 (50.0%) | > Female width="86">84 (26.3%) width="96">64 (20.0%) width="78">10 (3.1%) width="78">2 (0.6%) width="82">160 (50.0%) | > Total width="86">188 (58.8%) width="96">115 (35.9%) width="78">15 (4.7%) width="78">2 (0.6%) width="82">320 (100%) |
| width="64"> width="403" colspan="4" valign="top"> The page provided correct contact Information | > width="64"> width="115"> Strongly Agree width="96">Agree width="108">Neutral width="84">Total | > Gender width="64">Male width="115">142 (44.4%) width="96">18 (5.6%) width="108">0 (0.0%) width="84">160 (50.0%) | > Female width="115">127 (39.7%) width="96">30 (9.4%) width="108">3 (0.9%) width="84">160 (50.0%) | > Total width="115">269 (84.1%) width="96">48 (15%) width="108">3 (0.9%) width="84">320 (100%) |
| width="64"> width="403" colspan="4" valign="top"> The information Provided on the page was same that was Provided by the owner of the company | > width="64"> width="115"> Strongly Agree width="96">Agree width="108">Neutral width="84">Total | > Gender width="64">Male width="115">142 (44.4%) width="96">18 (5.6%) width="108">0 (0.0%) width="84">160 (50.0%) | > Female width="115">123 (38.4%) width="96">33 (10.3%) width="108">4 (1.3%) width="84">160 (50.0%) | > Total width="115">265 (82.8%) width="96">51 (15.9%) width="108">4 (1.3%) width="84">320 (100%) |