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Tourism and social media in the world: an empirical investigation

Author

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  • Simplice Asongu
  • Nicholas M. Odhiambo

Abstract

Purpose - The purpose of this paper is to examine the relationship between tourism and social media from a cross section of 138 countries with data for the year 2012. Design/methodology/approach - The empirical evidence is based on Ordinary Least Squares, Negative Binomial and Quantile Regressions. Findings - Two main findings are established. First, there is a positive relationship between Facebook penetration and the number of tourist arrivals. Second, Facebook penetration is more relevant in promoting tourist arrivals in countries where initial levels in tourist arrivals are the highest and low. The established positive relationship can be elucidated from four principal angles: the transformation of travel research, the rise in social sharing, improvements in customer service and the reshaping of travel agencies. Originality/value - This study explores a new data set on social media. There are very few empirical studies on the relevance of social media in development outcomes.

Suggested Citation

  • Simplice Asongu & Nicholas M. Odhiambo, 2019. "Tourism and social media in the world: an empirical investigation," Journal of Economic Studies, Emerald Group Publishing Limited, vol. 46(7), pages 1319-1331, November.
    • Handle: RePEc:eme:jespps:jes-07-2018-0239
    DOI: 10.1108/JES-07-2018-0239
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    1. Jha, Chandan Kumar & Sarangi, Sudipta, 2017. "Does social media reduce corruption?," Information Economics and Policy, Elsevier, vol. 39(C), pages 60-71.
    2. Simplice A. Asongu & Jacinta C. Nwachukwu & Chris Pyke, 2019. "The Right to Life: Global Evidence on the Role of Security Officers and the Police in Modulating the Effect of Insecurity on Homicide," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 143(2), pages 727-740, June.
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    5. Montfort Mlachila & René Tapsoba & Sampawende J. A. Tapsoba, 2017. "A Quality of Growth Index for Developing Countries: A Proposal," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 134(2), pages 675-710, November.
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    14. Simplice A. Asongu, 2013. "Fighting corruption in Africa: do existing corruption‐control levels matter?," International Journal of Development Issues, Emerald Group Publishing Limited, vol. 12(1), pages 36-52, April.
    15. Tchamyou, Vanessa S. & Erreygers, Guido & Cassimon, Danny, 2019. "Inequality, ICT and financial access in Africa," Technological Forecasting and Social Change, Elsevier, vol. 139(C), pages 169-184.
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    19. Mehmood, Shafaqat & Ahmad, Zahid & Khan, Ather Azim, 2016. "Dynamic relationships between tourist arrivals, immigrants, and crimes in the United States," Tourism Management, Elsevier, vol. 54(C), pages 383-392.
    20. Oasis Kodila-Tedika, 2021. "Natural resource governance: does social media matter?," Mineral Economics, Springer;Raw Materials Group (RMG);Luleå University of Technology, vol. 34(1), pages 127-140, April.
    21. Seung-Whan Choi & Shali Luo, 2013. "Economic Sanctions, Poverty, and International Terrorism: An Empirical Analysis," International Interactions, Taylor & Francis Journals, vol. 39(2), pages 217-245, April.
    22. World Bank, 2018. "World Development Report 2018 [Rapport sur le développement dans le monde 2018]," World Bank Publications - Books, The World Bank Group, number 28340.
    23. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    24. Cade, Nicole L., 2018. "Corporate social media: How two-way disclosure channels influence investors," Accounting, Organizations and Society, Elsevier, vol. 68, pages 63-79.
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    Citations

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    Cited by:

    1. Nicholas M. Odhiambo & Talknice Saungweme, "undated". "Does International Tourism Spur International Trade In Ssa Countries? A Dynamic Panel Data Analysis," Working Papers AESRI07, African Economic and Social Research Institute (AESRI).
    2. Odhiambo, Nicholas M, 2021. "Tourism development and poverty alleviation in Sub-Saharan African countries: An empirical investigation," Working Papers 28930, University of South Africa, Department of Economics.
    3. Alola, Andrew & Asongu, Simplice & Alola, Uju, 2019. "House prices and tourism development in Cyprus: A contemporary perspective," MPRA Paper 101795, University Library of Munich, Germany.
    4. Nellyn LUTUR & Singgih SANTOSO, 2020. "Relationships between Social Media Promotion, Attention, Interest, Search, Action, and Share of Tourists in Kei Island," Expert Journal of Marketing, Sprint Investify, vol. 8(1), pages 1-8.
    5. Simplice A. Asongu & Stella-Maris I. Orim & Rexon T. Nting, 2019. "Terrorism and Social Media: Global Evidence," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 22(3), pages 208-228, July.
    6. Asongu, Simplice A. & Uduji, Joseph I. & Okolo-Obasi, Elda N., 2019. "Homicide and social media: Global empirical evidence," Technology in Society, Elsevier, vol. 59(C).
    7. Asongu Acha-Anyi & Paul N. Acha-Anyi & Simplice A. Asongu & Vanessa Tchamyou, 2020. "Social media for health promotion: A visual analysis of “TB Proof†South Africa’s Facebook page," Research Africa Network Working Papers 20/065, Research Africa Network (RAN).
    8. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    9. Nicholas M. Odhiambo & Talknice Saungweme, "undated". "Does International Tourism Spur International Trade in SSA Countries? A Dynamic Panel Data Analysis," Working Papers AESRIWP08, African Economic and Social Research Institute (AESRI).
    10. N.M. Odhiambo & T. Saungweme, 2021. "Does International Tourism Spur International Trade in SSA Countries? A Dynamic Panel Data Analysis," Working Papers AESRI-2021-08, African Economic and Social Research Institute (AESRI), revised Nov 2021.
    11. Acha-Anyi, Asongu & Acha-Anyi, Paul N. & Asongu, Simplice A. & Tchamyou, Vanessa S., 2020. "Social media for health promotion: A visual analysis of “TB proof” South Africa's Facebook page," Technology in Society, Elsevier, vol. 63(C).
    12. Odhiambo, Nicholas M & Saungweme, Talknice, 2021. "Does international tourism spur international trade in SSA countries? A dynamic panel data analysis," Working Papers 28345, University of South Africa, Department of Economics.

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    More about this item

    Keywords

    Tourism; Social media; World; D83; O30; Z32; Z38;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z38 - Other Special Topics - - Tourism Economics - - - Policy

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