Social Media and Tourism Industry: A Comparative Analysis of Effects of Facebook Pages of Tour Companies of Lahore on Tourism Promotion

Abstract

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.

Social Media Content and Data Analysis of Audience Engagement in the Tour and Travel Industry

“…Social media content is frequently regarded as a trustworthy source that the public values and accepts. As a result of this new trend of tourism promotion via social media, travel companies and the country's economy have benefited [18]. It enables businesses to arrange social media activities such as sharing relevant content, running a giveaway, or creating memes to interact with their followers.…”

“…The study's findings stated that social media content appears to be a reliable source that the public values and accepts. As a result, this new trend of promoting tourism via social media has reached new heights, benefiting tour operators and the country's economy [18].…”

“…The novelty point of this paper is to identify PD and BB marketing tactics on Instagram, provide suggestions for their marketing tactics and fill the empirical gap based on previous research by testing and verifying previous research using a combination of primary and secondary data analysis on them as top travel agent companies in Indonesia. For instance, technology and social media can be used as reliable information sources [18], and the number of reviews, explanations of scenery, and interactions with customers on social media may influence more customers to use their traveling services [16], [17], helps tour and travel businesses to grow and improve their engagement rate [6].…”